Walmart partners with European soccer giant LaLiga

Sept. 25 (UPI) -- Walmart is joining with LaLiga, a major European soccer league, to connect the United States fan base with soccer enthusiasts and teams overseas.

"Through its partnership of El Clasico in the U.S., Walmart will help bring the action and experience of the beautiful game closer to American fans than ever before," a statement from Walmart said.

The partnership will feature large viewing events, El Clasico-inspired concerts and merchandise, dual-branded apparel and meet-and-greets, the statement said.

It also means a new branding promotion opportunity for El Clasico, allowing it to broaden its presence in the United States and Canada. Walmart will act as a "presenting partner" for soccer game-related events and games.

"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, Relevent partner and president.

LaLiga North America is a 50-50 partnership between LaLiga a Relevent, a sports marketing company.

The new Walmart LaLiga partnership will start its multi-year partnership with events in Houston Oct. 24-26, timed to coincide with the first El Clasico soccer match this season.

LaLiga has won 34 championships in the 21st century, and is considered the dominant soccer league in Europe.

The LaLiga soccer partnership is the second in recent months for Walmart. The world's largest retailer also joined with Major League Soccer in the United States in July.