Walmart eyes Gen Z and millenials through a deal with the red-hot MLS ahead of the 2026 World Cup

Walmart (NYSE:WMT) is breaking further into soccer with a new multi-year partnership with Major League Soccer.

Notably, Walmart (NYSE:WMT) will invest in MLS and become an official sponsor and partner of the league, according to CNBC. Terms of the deal have not been disclosed yet.

The Walmart (WMT)-MLS partnership begins with the Leagues Cup this week, which features 18 MLS clubs competing against 18 teams from Mexico’s Liga MX. Walmart (WMT) advertising will be featured across stadiums and other aspects of games. In addition, soccer gear will be highlighted in Walmart’s (WMT) stores and e-commerce sites. As part of the deal, MLS has a creator network that highlights Walmart’s (WMT) involvement in the sport.

“Walmart will be front and center for the highly anticipated tournament,” stated Walmart Chief Marketing Officer William White.

White noted in an interview with CNBC that the MLS partnership is first-of-its-kind for the retail giant. “We’re thrilled to be an official MLS sponsor and engage with the league’s fast-growing and culturally vibrant fan base,” he noted. “The fanbase is generally younger and more culturally diverse, and that is an audience that’s really important to Walmart. It’s a big part of our growing customer base,” he added.

In advance of the 2026 World Cup, Walmart (WMT) is creating a dedicated soccer-curated shopping hub online that will promote soccer-related gear and apparel.

MLS’ social media presence has surpassed 110 million total followers across league and club accounts on platforms, including Instagram, TikTok, and YouTube, in a clear sign of the high level of interest in the growing league. Attendance and TV viewing trends have also been strong, particularly with the sought-after Gen Z and millennial demographics.

Shares of Walmart (WMT) were up 0.8% in late Tuesday morning trading.