Walmart makes bold move to reach sports fans

When you think of stores that are fun to shop at, you may or may not think of Walmart.

It's hard to argue the fact that shopping at Walmart can be both affordable and convenient, giving customers the best of both worlds. In addition to its low prices, Walmart is a place where you can buy toilet paper, shoes, and a kitchen organizer all under the same roof.

On the other hand, Walmart has a bit of a reputation problem.

While it's known as a destination for affordable products, many people don't necessarily get excited to go to Walmart.

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Rather, shopping at Walmart, for many, is similar to unloading the dishwasher or taking a car in for an oil change. You know you have to do it, but it's more of a chore than anything else.

Walmart makes a bold move to reach sports fans.

Image source: Getty Images

Walmart launches partnership to draw in sports fans

In the United States., most people would probably say that their favorite sport to watch is football. And baseball might be a close second.

Soccer isn't necessarily as popular in the U.S. But on a global level, it's perhaps the most frequently watched sport, period.

And it's also growing in popularity in the U.S.

These days, more Americans are tuning into major international soccer events. And Major League Soccer (MLS), the U.S. and Canada's professional league, is gaining steam and seeing viewership and game attendance increase.

That makes Walmart's partnership with MLS a positive one.

The retail giant recently entered into a multi-year collaboration with MLS to have a presence at soccer events and promote a lineup of products geared toward soccer fans.

“Soccer is more than a sport,” said William White, chief marketing officer at Walmart. “Walmart is focused on celebrating the game and making it more personal for fans.

Walmart's new partnership is a strategic move

Soccer-related items aren't new at Walmart. Walmart has long been known as a store where you can buy anything, including soccer balls, shoes, and gear. The company's new partnership with MLS, however, takes things up a notch.

Now, Walmart has begun selling a host of branded gear. Soccer fans can shop by team and buy affordable branded products, including:

Hats
Shirts
Jerseys
Sweatshirts and hoodies
Socks

Walmart is also offering collectibles, such as rare soccer cards.

At a time when the competition is fierce in retail, Walmart's foray into soccer is a smart one. It’s a move that could attract not only more consumers, but younger consumers – an audience retailers tend to clamor for.

In addition to its current lineup of soccer gear and products, Walmart plans to strategically update its inventory during the season to reflect team matchups and tournament timelines.

Walmart has even gone a step further by introducing a selection of fun soccer-themed products like plates and banners so fans can host at-home MLS viewing parties. It has also curated a selection of soccer party snacks to help shoppers keep their guests well-fed.

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If its partnership with MLS proves successful, Walmart could be inspired to dive deeper into the world of sports – and reinvent itself as not only a convenient and affordable shopping destination, but also a fun one.