As the U.S. retail industry navigates an uncertain economy and shifting consumer habits, Walmart is betting big on the world’s most popular sport to expand its reach and strengthen ties with a key customer segment that has now been challenged by concerning issues.
Although the U.S. is traditionally known for its massive NFL fanbase, soccer has been steadily gaining traction, driven partly by its growing multicultural population, particularly Hispanic communities, and anticipation for the 2026 FIFA World Cup, which will be hosted across the U.S., Mexico, and Canada.
With 73% of Hispanic consumers identifying as soccer fans, according to Telemundo, the sport represents both a cultural connection and a potential revenue driver.
That consumer base is especially critical now. While Hispanic households make up only 14.7% of all U.S. households, they have a spending power of around $2.7 trillion, which is 15% of total consumer spending, according to NielsenIQ.
However, spending in this community has weakened, growing just 0.8% in 2025 compared to 3.2% in 2024, according to Numerator. This is due to tighter immigration policies and financial pressures.
Walmart partners with La Liga for El Clásico
To reinforce its connection with Hispanic and multicultural consumers, Walmart (WMT) has signed a historic deal with the Spanish professional men’s soccer league La Liga, becoming the first-ever presenting partner of El Clásico. This popular match between FC Barcelona and Real Madrid FC, two of the top soccer teams in Spain, is watched by over 700 million people across more than 180 countries.
Through this partnership, Walmart will host viewing events, concerts, in-store activations, and meet-and-greets with former stars. The retailer will also significantly contribute to El Clásico’s visual identity with a new co-branded logo and exclusive merchandise.
The upcoming El Clásico matches for La Liga 2025-26 season will be played on October 26, 2025, and May 10, 2026. Walmart’s first round of activations will be in Houston, Texas, from October 24 to 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 Walmart CMO William White in the press release. “That’s why we’re thrilled to team up with La Liga and El Clásico to fuel the energy, create unforgettable experiences and give fans even more ways to celebrate the game they love.”
However, this isn’t the first time Walmart has partnered with a soccer league.
In July, the company signed a multi-year deal with Major League Soccer (MLS) and the Leagues Cup, becoming an official partner across stadiums, broadcasts, and stores, through exclusive merch, immersive experiences, and content.
“Soccer is more than a sport. It’s a culture and a community, and one that’s growing rapidly in the U.S.,” said White in the press release. “Walmart is focused on celebrating the game and making it more personal for fans.”
Image Source: Shutterstock
Walmart’s strategy amid slowing consumer momentum
These partnerships highlight Walmart’s strategy to counter slowing consumer momentum by relying on partnerships that resonate with its customers to increase brand visibility, attract new consumers, and potentially boost sales.
Walmart operates over 10,750 stores and e-commerce platforms across 19 countries, including 5,206 stores in the U.S. The majority are located in Texas and Florida, two states with the largest Hispanic population.
Despite weaker spending trends among Hispanic consumers, Walmart’s financial performance remains strong. In the second quarter of fiscal 2026, revenue grew 4.8% year-over-year to $177.4 billion, with Walmart U.S. sales up 4.8% to $121.6 billion.
Still, the company’s latest move proves its commitment to staying ahead in a highly competitive and ever-evolving retail landscape.
Other retailers share similar concerns about the slowdown in Hispanic spending. Constellation Brands (STZ) , a leading producer and marketer of major brands like Modelo and Corona, has flagged challenges in the segment.
“A lot of consumers in the Hispanic community are concerned right now,” said Constellation Brands CEO Bill Newlands in an earnings call. “Two-thirds of them are concerned about higher prices on things like food, gas, and other essentials.”
Current political policies have also raised concerns.
“Over half are concerned relative to immigration issues and how those impact. A number of them are concerned about job losses in industries that have a high Latino employment base. And what does that do? That has tended to mean that the consumer has pulled back on spending on a number of categories,” he added.
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