Walmart and LALIGA Strike Unique Partnership to Engage Soccer's Growing, Multicultural Fanbase in the U.S.

Rhea-AI Summary

Walmart (NYSE:WMT) has made history by becoming the first-ever presenting partner of ElClásico, the iconic soccer rivalry between FC Barcelona and Real Madrid, through a groundbreaking partnership with LALIGA. The collaboration aims to engage with soccer's growing multicultural fanbase in the U.S.

The partnership will feature large-scale viewing events, concerts, exclusive merchandise, and in-store activations. ElClásico, watched by 650 million people across 180+ countries, will be played during the 2025/26 LALIGA season on October 25-26, 2025, and May 9-10, 2026. The partnership kicks off with a weekend of events in Houston from October 24-26, coinciding with the season's first ElClásico match.

This initiative follows Walmart's recent multi-year partnership with Major League Soccer (MLS) and Leagues Cup, demonstrating the retailer's growing commitment to soccer ahead of the 2026 World Cup in North America.

Positive

• First-ever presenting partnership of ElClásico provides Walmart exclusive access to 650 million viewers
• Strategic timing ahead of 2026 World Cup in North America positions Walmart for significant market exposure
• Partnership expands Walmart's sports marketing portfolio following recent MLS and Leagues Cup deal
• Access to high-value multicultural and growing soccer fanbase in the U.S.

Negative

• None.

Insights

Marketing Strategist

Walmart's strategic LALIGA partnership targets soccer's growing U.S. fanbase ahead of the 2026 World Cup, enhancing multicultural market penetration.

Walmart's landmark partnership with LALIGA represents a calculated market penetration strategy targeting America's rapidly growing soccer fanbase. By becoming the first-ever presenting partner of ElClásico—the globally renowned rivalry between FC Barcelona and Real Madrid—Walmart is positioning itself at the intersection of retail and sports entertainment at a critical time. With the 2026 World Cup coming to North America, this move targets the 650 million global viewers that ElClásico attracts across 180+ countries.

The multi-year partnership includes high-engagement elements that will drive foot traffic and digital engagement: large-scale viewing events, ElClásico-inspired concerts, meet-and-greets with LALIGA legends, exclusive merchandise, and retail activations. These experiential marketing components are strategically designed to deepen connections with multicultural audiences, particularly Hispanic consumers—one of America's fastest-growing demographic segments with substantial purchasing power.

This partnership follows Walmart's recent multi-year deal with Major League Soccer and Leagues Cup announced in July, revealing a comprehensive soccer-focused marketing strategy. By aligning with both domestic and international soccer properties, Walmart is creating an ecosystem of touchpoints to engage soccer enthusiasts year-round, not just during major tournaments. The timing—ahead of the 2026 World Cup across North America—positions Walmart to capitalize on the anticipated surge in soccer interest and establishes the retailer as an authentic participant in soccer culture rather than a mere advertiser.

Retail Industry Analyst

This LALIGA partnership demonstrates Walmart's shift toward experience-based marketing and strategic demographic targeting. While traditional retailers often rely on conventional advertising, Walmart is investing in cultural relevance through this ElClásico sponsorship—the first of its kind in the soccer rivalry's history. The deal creates multiple monetization opportunities through exclusive merchandise and in-store activations that could drive incremental revenue.

The partnership addresses a critical business challenge for Walmart: connecting with younger, diverse shoppers who might otherwise gravitate toward e-commerce competitors. Soccer fans skew younger and more multicultural than traditional American sports audiences, with particularly strong appeal among Hispanic consumers—a demographic expected to reach $2.8 trillion in buying power in the U.S. by 2026.

The Houston kick-off event in October coinciding with the first ElClásico match of the season provides Walmart immediate activation opportunities ahead of the holiday shopping season. This represents smart timing from a retail calendar perspective. By creating localized experiences around globally significant sporting events, Walmart is applying a "glocal" strategy that allows customization of global content for local market relevance.

When viewed alongside Walmart's July partnership with Major League Soccer, a pattern emerges of systematic investment in soccer across multiple properties rather than an isolated marketing initiative. This comprehensive approach suggests a long-term commitment to embedding the Walmart brand within soccer culture ahead of North America's hosting of the 2026 World Cup—positioning that could yield substantial customer engagement benefits as soccer enthusiasm peaks.

The world's largest retailer will become Presenting Partner of ElClásico in the U.S., featuring the
globally popular rivalry between FC Barcelona and Real Madrid

• Walmart is making history as the first-ever presenting partner of ElClásico, the world's most-watched club soccer rivalry.
• The partnership brings ElClásico closer to American fans through large-scale viewing events, concerts, exclusive merchandise and in-store activations.

NEW YORK and BENTONVILLE, Ark., Sept. 25, 2025 /PRNewswire/ -- Walmart, the world's largest retailer, and LALIGA, the most successful European soccer league, are coming together through a unique partnership that will celebrate the world's most popular sport, and connect with its passionate, multicultural and growing fanbase in the U.S.

For the first time ever, ElClásico will have a presenting partner in Walmart—a historic milestone for both the brand and LALIGA EA Sports. Through its partnership of ElClásico in the U.S., Walmart will help bring the action and experience of the beautiful game closer to American fans than ever before via large-scale viewing events, ElClásico-inspired concerts, meet-and-greets with LALIGA Legends, bespoke ElClásico content, co-branded merchandise, and retail activations. The partnership will also debut a new visual identity for ElClásico—featuring Walmart as presenting partner—that will be used across all match-related properties and executions in the U.S. and Canada.

ElClásico isn't just a soccer match. It's a cultural phenomenon. First played in 1929, the highly anticipated contest between FC Barcelona and Real Madrid is watched by 650 million people across 180+ countries. The last ElClásico, FC Barcelona's 4-3 win against Real Madrid on May 11, was the most-watched LALIGA ElClásico on ESPN networks. The match was also the most-viewed LALIGA ElClásico on ESPN+.

Headlined by global superstars including Lamine Yamal, Kylian Mbappé, Jude Bellingham and Robert Lewandowski, ElClásico is scheduled to be played the weekend of Oct. 25-26, 2025 and May 9-10, 2026 during the 2025/26 LALIGA season.

"Soccer has one of the most passionate fanbases in the world. That passion is growing rapidly here in the U.S. as we look ahead to the 2026 World Cup across North America," said William White, Walmart chief marketing officer. "That's why we're thrilled to team up with LALIGA and ElClásico to fuel the energy, create unforgettable experiences, and give fans even more ways to celebrate the game they love."

Walmart's entry into soccer is centered on creating transformational moments in the sport's history in the U.S., and this partnership presents a historic opportunity to super-serve fans of one of the most popular and successful leagues in the world. LALIGA clubs have won a leading 34 European trophies in the 21st century while the league also boasts the most Ballon d'Or winners.

Walmart and LALIGA will kick off their multi-year partnership with a weekend full of events from Oct. 24-26 in Houston timed to the first playing of ElClásico this season.

For Walmart, this is the next phase of its commitment to celebrating the world's game and deepening connections with one of the most culturally vibrant and fastest-growing fan bases in North America. Walmart recently signed a multi-year partnership with Major League Soccer (MLS) and Leagues Cup in July to make it more convenient, immersive and exciting to engage with soccer, wherever and however fans follow the game, whether it's through digital and in-real-life (IRL) experiences or upcoming merchandise collaborations.

"When we partner with a brand like Walmart, we know the opportunity to do something truly historic is unlocked, and what better platform to make that impact than through the best club soccer match in the world," said Boris Gartner, Relevent Partner & President. "ElClásico is the pinnacle of the sport, and together with Walmart we're bringing that passion, history and drama closer to fans in the U.S. than ever before."

About LALIGA North America
LALIGA North America is a joint venture between LALIGA and Relevent that serves as the exclusive representation of LALIGA in the United States, Canada and Mexico for all commercial and development activities. The venture manages the media rights and commercial agreements on behalf of LALIGA and supports its growth in the region through consumer-related activities including content development, events and activations, marketing agreements, and development of youth academies and coaches.

About Walmart
Walmart Inc. (NYSE: WMT) is a people-led, tech-powered omnichannel retailer helping people save money and live better - anytime and anywhere - in stores, online, and through their mobile devices. Each week, approximately 270 million customers and members visit more than 10,750 stores and numerous eCommerce websites in 19 countries. With fiscal year 2025 revenue of $681 billion, Walmart employs approximately 2.1 million associates worldwide. Walmart continues to be a leader in sustainability, corporate philanthropy, and employment opportunity. Additional information about Walmart can be found by visiting corporate.walmart.com, on Facebook at facebook.com/walmart, on X (formerly known as Twitter) at twitter.com/walmart, and on LinkedIn at linkedin.com/company/walmart.

FOR FURTHER INFORMATION:

Michael LoRé
LALIGA North America
mlore@rsgrp.com

View original content to download multimedia:https://www.prnewswire.com/news-releases/walmart-and-laliga-strike-unique-partnership-to-engage-soccers-growing-multicultural-fanbase-in-the-us-302566695.html

SOURCE LALIGA North America; Walmart

FAQ

What is Walmart's new partnership with LALIGA and ElClásico in 2025?

Walmart has become the first-ever presenting partner of ElClásico in the U.S., featuring large-scale viewing events, concerts, exclusive merchandise, and in-store activations for the FC Barcelona vs Real Madrid matches.

When are the 2025/26 ElClásico matches that Walmart will present?

The ElClásico matches are scheduled for the weekend of October 25-26, 2025 and May 9-10, 2026 during the 2025/26 LALIGA season.

How many viewers does ElClásico reach globally?

ElClásico reaches 650 million viewers across more than 180 countries, making it one of the most-watched club soccer events globally.

What events is Walmart planning for the first ElClásico partnership?

Walmart will launch the partnership with a weekend of events in Houston from October 24-26, 2025, featuring viewing events, ElClásico-inspired concerts, meet-and-greets with LALIGA Legends, and retail activations.

How does the LALIGA partnership fit into Walmart's sports strategy?

This partnership follows Walmart's recent multi-year deal with MLS and Leagues Cup, showing the retailer's strategic focus on soccer ahead of the 2026 World Cup in North America to engage with the growing multicultural fanbase.