North America’s Major League Soccer (MLS) has announced a new multi-year partnership with major US retailer Walmart.

The agreement makes the company an official partner of MLS and of the Leagues Cup competition.

Through the partnership, Walmart will activate across stadiums, screens, and stores to engage with fans.

MLS and Walmart will also collaborate on content and multi-channel fan engagement initiatives, as well as branded integrations.

Carter Ladd, MLS executive vice president and chief revenue officer, said: “MLS is at the forefront of a cultural movement that’s redefining sports fandom in North America.

“The partnership with Walmart reflects our shared commitment to reaching fans in fresh, authentic ways. Together, we’re building pathways to connect with our diverse, passionate, and digitally native MLS fans through storytelling, experiences, and retail moments that reflect the evolving identity of the soccer community.” 

In terms of MLS commercial activity, the league has announced new partnerships with US headwear brand New Era and global financial services company Corpay in recent months.

The league also agreed a multi-year renewal of its long-running partnership with Tire manufacturer Continental.  

The 2025 edition of the Leagues Cup, which is contested by teams from MLS and Mexico’s Liga MX, got underway yesterday and will culminate in the final on August 31.

The current MLS season, meanwhile, began in late February and concludes in October.

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