Luis Suárez has spent decades giving fans reasons to celebrate, but what if the roles were reversed?
Walmart has launched a World Cup campaign starring the Inter Miami forward, pushing him as Walmart's new "pro fan" as soccer fever builds across the U.S.
Created by a group of Publicis Groupe agencies including Fallon, the community, Leo NY, and Digitas, the campaign opens with a press conference-style film.
Here, Suárez signs with Walmart for a new role after his playing career: becoming an expert fan.
View this post on Instagram
This creative setup serves as the foundation for a social content series directed by Kris Belman through Division7.
The series follows Suárez as he learns how to put together the ultimate watch party, from food and entertainment to hosting duties.
The idea comes as Walmart looks to connect its retail offering with one of the biggest sporting events on the calendar.
Soccer's popularity continues to grow in the U.S. with World Cup festivities kicking off, giving the retailer a perfect opportunity to position itself as a one-stop destination for everything fans need.
Throughout the series, Suárez teams up with culinary creator QCP and other specialists who help him prepare for hosting responsibilities.
View this post on Instagram
Episodes will run throughout the tournament on the player's social channels, documenting his journey toward organizing a final watch party.
More Than a Watch Party
The Suárez content series is only one part of Walmart's larger summer push.
The retailer plans to support the campaign with more than 200 soccer-related activations across marketing, supplier, and community programs nationwide.
Among the biggest initiatives is Legendary Kickoffs with LALIGA, a free parking lot event series featuring games, food, merchandise, music, and appearances in cities including:
- Los Angeles
- Dallas
- Boston
- Miami
- Kansas City
View this post on Instagram
Walmart is also partnering with Coca-Cola on the Coke & Walmart World Soccer Match Event Tour, which will bring soccer-themed experiences to 11 major cities.
Visitors can expect activities such as jersey customization, local food sampling, interactive games, and photo opportunities.
On the community side, Walmart Community Relations is working with Soccer Forward and Boys & Girls Clubs of America on Soccer Forward Fest.
The initiative will support 20 family-focused events featuring youth clinics, skills stations, and soccer activities designed to encourage participation and play.
Lastly, the campaign also connects directly to Walmart's business.
The retailer is promoting products ranging from snacks to VIZIO televisions and merchandise while highlighting pickup, same-day delivery, and Express Delivery options for last-minute hosts.
Overall, the result is a unified sports marketing effort encompassing advertising, connecting content, commerce, community programs, and live experiences.
Why Brands are Flocking to the World Cup
Walmart's World Cup campaign arrives amid the global World Cup fever.
In fact, over 6 billion people worldwide are set to interact with the tournament throughout its duration, allowing brands to engage fans like never before.
Additionally, the retailer is using Luis Suárez as a bridge between hardcore supporters and casual viewers by making him a relatable character.
Here's what brand and creative teams can take from Walmart's approach:
- Put the celebrity in an unexpected role: Making Suárez a student creates a more entertaining and approachable story. The same can be said for Lay's recent World Cup effort, which brought together Steve Carell, Lionel Messi, and others for a watch party.
- Connect content directly to commerce: Every episode should naturally point back to products and services fans may need for game day.
- Build a platform outside of standard ads: Events, community programs, partnerships, and social content give the campaign multiple ways to stay visible throughout the tournament.
The campaign demonstrates how a major retailer can leverage a global sporting moment to advance both brand visibility and business objectives in a single effort.
Our Take: Does the Fan-First Angle Work?
It's interesting to see Suárez taking a back seat and seeing things from the perspective of fans.
It humanizes what many would consider one of the football greats, and this creative angle helps Walmart be seen as an approachable retail platform.
Furthermore, it creates more room for storytelling and product integration without making the content feel like a commercial.
The bigger test now is whether consumers remember both the experiences and the brand that made it all possible even after the World Cup excitement fades.
Looking to build campaigns that don’t rely on starting from scratch?
Explore these top brand strategy agencies in our directory to turn existing equity into something that still lands.
