Real Madrid and Barcelona get huge U.S. boost ahead of El Clásico

Walmart has closed a deal with Spain’s LaLiga as part of a multi-year strategic partnership focused on the North American market, with a primary focus on the iconic El Clásico match when heavyweights Barcelona face Real Madrid.

The deal will see Walmart become the first-ever “Presenting Partner of El Clásico” in the United States and Canada with the main goal for the retail giant to connect with the rapidly growing, multicultural, and diverse soccer fanbase in the U.S. and Canada, especially ahead of the 2026 World Cup which will be co-hosted by Canada, Mexico and the United States.

With the growth of the sport in the USA and Canada, the partnership is part of Walmart’s broader strategy to deeply invest in the game, which also includes a separate multi-year deal with Major League Soccer (MLS) and Leagues Cup.