Walmart, the world’s largest retail chain, and LaLiga (Spain) have reached a sponsorship agreement in the United States and Canada for the October 26 derby between two of the most popular teams on the planet, Barcelona and Real Madrid, the multinational announced.
In a statement, Walmart informed that this collaboration will include mass viewing events of the match, concerts, meetings with LaLiga legends and exclusive content, as well as activities in its stores or joint merchandising products.
Walmart and LaLiga warm up their engines
The collaboration between Walmart and LaLiga will kick off with a weekend of events in Houston (Texas) from October 24-26.
This coincides with the first classic of the season.
Walmart’s chief marketing officer, William White, noted that:
“Passion for soccer is growing rapidly in the United States ahead of the 2026 World Cup in North America.”
The last edition of the Clasico, played on May 11, with Barcelona winning 4-3, was the most watched in ESPN’s history.
As well as ESPN+ in the United States.
Conquering Hispanic audiences
Walmart also has a sponsorship agreement with Major League Soccer (better known as MLS), the domestic competition in the United States and Canada.
With this alliance, Walmart seeks to position itself even closer to the growing Hispanic community in North America, which represents a key percentage of soccer consumption.
LaLiga, meanwhile, continues to expand its presence in the U.S. market, reinforcing its clubs’ brands and bringing the Clasico experience to millions of fans.
This joint strategy reflects how sports, entertainment and retail come together to drive greater connection with fans.
With information from EFE
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