September 26 – Walmart has taken its biggest step yet into global football by becoming the first presenting partner of ElClásico in the United States – a landmark deal that reflects both the growing reach of Spanish football and the retailer’s ambition to connect with America’s expanding soccer fanbase.
The partnership with the Spanish top flight will see Walmart’s branding woven into the world’s most famous club rivalry between Real Madrid and FC Barcelona, via new co-branded ElClásico visual identity that will be rolled out across match-related platforms in the US and Canada.
Walmart will give fans in the US access to large-scale viewing parties, concerts, and meet-and-greets with former LaLiga stars, alongside special retail and merchandise initiatives.
La Liga has been busy in recent months, working to deepen its footprint in North America where interest in European football continues to climb, particularly among younger and multicultural audiences. The last El Clásico, Barcelona’s 4-3 win over Madrid in May, set viewership records on ESPN networks and ESPN+.
Star players such as Jude Bellingham, Kylian Mbappé, Robert Lewandowski and teenage sensation Lamine Yamal are expected to headline the 2025/26 fixtures, scheduled for October 25–26, 2025, and May 9–10, 2026.
Walmart’s move into Spanish football follows a multi-year agreement with Major League Soccer and the Leagues Cup, announced in July.
The first ElClásico activation will take place in Houston from October 24–26.
“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, chief marketing officer, Walmart. “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.”
Contact the writer of this story, Harry Ewing, at [email protected]