Walmart has teamed up with Laliga, a North American joint venture, to introduce the Spanish soccer match ElClásico with Walmart as the presenting partner. This collaboration will supercharge and connect Walmart consumers with soccer’s multicultural fanbase in the US.

With large-scale events, including concerts, meet-and-greets with Laliga legends, bespoke ElClásico content, co-branded merchandise and retail activations, the collaboration marks its first milestone for both Walmart and Laliga EA Sports.

Through the partnership, the brand’s new visual identity, ElClásico, will be used across all match-related properties and executions in the US and Canada.

“Soccer has one of the most passionate fan bases in the world. That passion is growing rapidly here in the US as we look ahead to the 2026 World Cup across North America,” said William White, CMO of Walmart.

Walmart and Laliga have kicked off their multi-year partnership with a weekend full of events from October 24 to 26 in Houston, timed to the first playing of ElClásico this season.

Recently, the supermarket giant signed a multi-year partnership with Major League Soccer (MLS) and Leagues Cup as part of its merchandise and world’s game collaborations.

“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,” said Boris Gartner, Laliga North America’s CEO.