Walmart joins Spanish La Liga as presenting partner of ‘El Clásico’

Walmart Partners with La Liga to Bring El Clásico to the US

Walmart, the nation’s largest retailer, is set to announce a partnership with Spanish soccer league La Liga, bringing its brand to the biggest match in soccer. This move is part of Walmart’s efforts to expand its foothold in soccer and capitalize on the growing fandom in the US. The partnership will make Walmart the first presenting partner of La Liga’s “El Clásico,” a rivalry matchup between FC Barcelona and Real Madrid CF.

According to Walmart Chief Marketing Officer William White, the partnership will enable the company to “fuel the energy, create unforgettable experiences, and give fans more ways to celebrate the game that they love.” The partnership will include a new logo featuring Walmart as the presenting partner for the rivalry matchup, which will be used across the US and Canada and debut this season. The rivalry game, which dates back to 1929, has routinely attracted 650 million viewers across more than 180 countries.

Growing Soccer Fandom in the US

The US is the top market for La Liga in terms of audience and business outside of Spain, according to Boris Gartner, partner and president at Relevant Sports. La Liga North America, a 50-50 venture between Relevant Sports and La Liga, manages the league’s media rights and commercial agreements in the US, Canada, Mexico, and Central America. The partnership with Walmart is a significant step in building on the growing audience for La Liga soccer in the US, as well as the growing soccer fanbase ahead of the 2026 World Cup.

Spanish powerhouse clubs Real Madrid and Barcelona have been home to some of the biggest global names in soccer, including Lionel Messi and Kylian Mbappe. In the US, Disney’s ESPN airs La Liga games on its streaming platforms and TV networks, with the 2024-2025 season being its most successful yet, with 5.4 billion minutes viewed across its networks and streaming services. The multi-year deal with Walmart is meant to build on this growing audience and fuel the growth of the sport in the US.

A Strategic Move for Walmart

Walmart’s partnership with La Liga is not the company’s first foray into soccer. In July, Walmart struck a multi-year deal with Major League Soccer (MLS) to become an official sponsor and partner of the league. As of early May, MLS sponsorship revenue was up double-digits compared with 2024. The US soccer fanbase has surged, particularly since Messi joined the MLS ranks in 2023. With the 2026 World Cup set to take place across the US, Mexico, and Canada, Walmart’s partnership with La Liga is a strategic move to capitalize on the growing interest in soccer and build its brand in the US.

The partnership will launch ahead of the first El Clásico match-up with a full weekend of fan events in Houston, including large-scale viewing parties, concerts, meet-and-greets with former stars, co-branded merchandise, and retail promotions. With this partnership, Walmart is poised to become a major player in the US soccer scene, bringing its brand to the forefront of the sport and creating unforgettable experiences for fans.