Core Insights - Walmart and Major League Soccer (MLS) have entered a multiyear partnership aimed at enhancing Walmart's presence in the sport and its expanding U.S. fanbase [1][5] - The partnership will kick off with the Leagues Cup, featuring 18 MLS clubs and 18 teams from Mexico's Liga MX, culminating in a final match on August 31 [2] - Walmart's advertising will be prominently displayed during the tournament and beyond, with a focus on integrating soccer into its in-store and online shopping experiences [3] Partnership Details - The partnership is described as a first-of-its-kind for both Walmart and MLS, moving beyond a traditional sponsorship to a more integrated collaboration [5] - Walmart's chief marketing officer emphasized the importance of engaging with the league's younger and culturally diverse fanbase, which is crucial for Walmart's growth [6] - MLS has a fanbase that is predominantly made up of Gen Zers and millennials, with over 30% identifying as Hispanic, making it the youngest fanbase among professional men's leagues in North America [6] Growth and Engagement - MLS has seen a significant increase in sponsorship revenue, with double-digit growth compared to 2024, driven by high-profile signings like Lionel Messi [4] - The league's digital audience has surpassed 110 million followers across various social media platforms, indicating strong engagement among younger fans [7] - As part of the partnership, MLS will create a creator network to provide exclusive content and highlight Walmart's involvement in soccer [7] Future Initiatives - Starting in 2026, the partnership will enhance the fan experience with new programming around televised matches, focusing on storytelling [8] - Walmart plans to launch a "curated shopping hub" on its website dedicated to soccer, featuring gear, equipment, and exclusive merchandise [9] - The partnership aims to create a comprehensive program that connects community, retail, and media [9]