WALMART, the world’s largest retailer, has entered into a landmark partnership with LaLiga to celebrate football (soccer in the US) and connect with its passionate, multicultural, and rapidly growing American fanbase.
For the first time in history, ElClásico will have a presenting partner, with Walmart joining forces with LaLiga EA Sports. Through this collaboration, Walmart will bring the drama and spectacle of world football’s biggest rivalry closer to US fans than ever before via large-scale viewing events, ElClásico-inspired concerts, meet-and-greets with LaLiga Legends, bespoke content, co-branded merchandise, and retail activations.
The partnership will also introduce a new visual identity for ElClásico, featuring Walmart as presenting partner, to be showcased across all match-related properties and activations in the US and Canada.
Headlined by global stars including Lamine Yamal, Kylian Mbappé, Jude Bellingham, and Robert Lewandowski, ElClásico will take place on the weekends of 25–26 October 2025 and 9–10 May 2026 during the 2025/26 LaLiga season. Walmart and LaLiga will launch their multi-year partnership with a weekend of fan experiences in Houston, coinciding with the first ElClásico of the season this October.
This announcement follows Walmart’s recently signed multi-year partnership with Major League Soccer (MLS) and the Leagues Cup in July, reinforcing the brand’s commitment to making football engagement in the US more convenient, immersive, and exciting—whether through digital innovations, in-real-life activations, or merchandise collaborations.
Walmart chief marketing officer William White said, “Soccer has one of the most passionate fanbases in the world. That passion is growing rapidly here in the US as we look ahead to the 2026 World Cup across North America. 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.”
