Walmart has signed a multi-year agreement with LALIGA to become the first-ever presenting partner of El Clásico in the United States and Canada, marking a landmark collaboration aimed at engaging soccer’s rapidly expanding multicultural fan base across the region.
The partnership has positioned Walmart at the heart of one of the most storied rivalries in world sport, as FC Barcelona and Real Madrid prepare to meet in the 2025–26 LALIGA season. Activations will debut in Houston during the first El Clásico weekend on October 25–26, featuring large-scale public viewing parties, live concerts, cultural showcases, and appearances by LALIGA Legends. The collaboration will also extend into retail with exclusive co-branded merchandise and in-store experiences across Walmart locations.
As part of the deal, El Clásico will adopt a refreshed visual identity in North America, incorporating Walmart branding across promotional assets. A second match weekend, scheduled for May 9–10, 2026, will continue the momentum into the spring.
The announcement comes less than a year before the FIFA World Cup returns to North America in 2026, providing Walmart with a timely platform to strengthen its ties with soccer audiences. The partnership builds on the company’s existing relationship with Major League Soccer and the Leagues Cup, reinforcing its strategy to connect with fans through immersive, community-driven experiences.
Commenting on the occasion, William White, Walmart Chief Marketing Officer, said, “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. 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.”
Boris Gartner, Relevant Partner & President, added, “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. 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.”
With Walmart’s national reach and LALIGA’s global brand power, the collaboration is set to deliver both cultural and commercial impact as soccer’s profile continues its sharp rise in the U.S. The rivalry already commands extraordinary global attention, with broadcasts in more than 180 countries and cumulative audiences surpassing 650 million.
In the U.S., El Clásico has proven to be a ratings driver, with the May 2025 edition delivering record viewership on ESPN platforms. The 2025–26 season’s encounters, scheduled for October 25–26, 2025, and May 9–10, 2026, will once again showcase global stars including Lamine Yamal, Kylian Mbappé, Jude Bellingham, and Robert Lewandowski, further cementing El Clásico’s status as club football’s ultimate spectacle.
