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Walmart Becomes First Presenting Partner of El Clásico in U.S. and Canada

The retailer targets U.S. fan engagement through experiential events, retail tie-ins, co-branded visuals before the 2026 World Cup.

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Overview

  • Walmart and LaLiga confirmed a multi-year deal that designates Walmart as presenting partner of El Clásico in the United States and Canada.
  • A new co-branded visual identity will roll out this season across El Clásico properties and executions in both markets.
  • The partnership launches with a Houston fan weekend Oct. 24–26 featuring large viewing parties, concerts, meet-and-greets, merchandise and in-store promotions.
  • The 2025–26 El Clásico matches are set for Oct. 26 in Madrid and May 10, 2026 in Barcelona.
  • The agreement builds on Walmart’s July MLS sponsorship as LaLiga North America, a LaLiga–Relevent venture, taps rising U.S. viewership reported by ESPN.