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What happened
Walmart is set to become the first-ever presenting partner of La Liga's El Clásico, a high-profile soccer rivalry between FC Barcelona and Real Madrid. This partnership aims to expand Walmart's presence in the soccer market and engage American fans through large-scale viewing events, concerts, and exclusive merchandise. The initiative is part of Walmart's strategy to capitalize on the growing soccer fanbase in the U.S. as the 2026 FIFA World Cup approaches. The first El Clásico of the 2025-26 season is scheduled for October 26 in Madrid, with a weekend of fan events planned in Houston starting October 24. La Liga North America, which manages the league's media rights and commercial agreements, emphasizes that this partnership is a significant step in building a deeper connection with U.S. audiences, especially as soccer's popularity continues to rise.
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Key insights
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Walmart's Soccer Investment: Walmart aims to grow its presence in soccer ahead of the 2026 World Cup.
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El Clásico's Global Reach: The rivalry attracts 650 million viewers across over 180 countries.
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Fan Engagement Initiatives: Partnership includes viewing parties, concerts, and co-branded merchandise.
Takeaways
Walmart's partnership with La Liga represents a strategic move to enhance soccer's visibility in the U.S.