Our Sales Leads column discusses the latest brand and media agency initiatives. View past columns in the archives here.
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Walmart’s MLS Deal
Walmart announced a multi-year partnership that makes the retailer an official partner of Major League Soccer (MLS) and the Leagues Cup. This collaboration marks a significant milestone in Walmart’s expanding investment and commitment to celebrating the world’s game and deepening connections with one of the most culturally vibrant and fastest-growing fan bases in North America. The partnership is designed with fans at the center—making it more convenient, immersive, and exciting to engage with soccer, wherever and however they follow the game. Through this partnership, Walmart will activate across stadiums, screens, and stores to bring fans closer to the action. As an official partner of MLS and Leagues Cup, Walmart will serve fans at every step of the matchday journey, from in-real-life (IRL) experiences to merchandise coming soon, whether they’re shopping for gear, hosting a watch party, or connecting with their local soccer community.
“Soccer is more than a sport. It’s a culture and a community, and one that’s growing rapidly in the U.S..”
Key highlights of the multi-year partnership include:
- Leagues Cup Spotlight: Walmart will be front and center for the highly anticipated tournament between clubs from MLS and LIGA MX. Started on July 29 and culminating in the final on August 31, this year’s edition features a new two-phase format and 18 clubs from both leagues, bringing more top-tier soccer to fans across North America. Walmart’s partnership means more activations and opportunities for fans to get in on the action.
- Dedicated Programming on Saturdays: Major League Soccer and Walmart share a commitment to enhancing the fan experience and growing the cultural impact of the game. As part of that shared vision, beginning in 2026, Saturdays will feature elevated storytelling designed to spotlight unmissable marquee matchups and further enhance how fans connect with MLS across platforms. Additional details will be shared ahead of launch.
- Creator Network: Storytelling Beyond the 90 Minutes: Soccer stories don’t end at the final whistle. MLS is launching a custom creator network—bringing together cultural influencers, designers, players and teams to deliver exclusive behind-the-scenes content and highlight how Walmart is dedicated to soccer’s ever-expanding place.
- Multi-Channel Fan Engagement: Walmart is connecting with fans wherever they are, whenever they want. Expect digital and in-real-life (IRL) experiences at rivalry matches, tentpole events and community activations, plus branded integrations and national media moments that make every matchday unforgettable.
“Soccer is more than a sport. It’s a culture and a community, and one that’s growing rapidly in the U.S.,” said William White, chief marketing officer at Walmart. “Walmart is focused on celebrating the game and making it more personal for fans. It’s about celebrating the passion of soccer lovers and creating opportunities for them to connect with the game they love. By partnering with MLS and the Leagues Cup, we’re not just supporting soccer—we’re empowering fans to shape its future in the U.S.”
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Anywhere Real Estate
Anywhere Real Estate Inc., a global leader in residential real estate services, announced a partnership with Canva to offer Canva Enterprise to its full network of affiliated agents spanning Better Homes and Gardens® Real Estate, CENTURY 21®, Coldwell Banker®, Coldwell Banker Commercial®, Corcoran®, ERA®, and Sotheby’s International Realty®. The agreement provides complimentary access to the powerful and intuitive platform, part of the growing suite of AI-powered tools and technology at Anywhere, which helps agents do business with ease across every facet of their work. With Canva Enterprise, agents will be armed with templates and brand-compliant materials so they can create, collaborate, and publish content with ease, whether it’s showcasing a listing, creating compelling social assets, or crafting dynamic marketing emails. “Canva Enterprise brings a huge advantage for our networks, helping agents and staff create elevated, customized marketing assets that leverage our powerful brands with simplicity,” said Sue Yannaccone, president and CEO of Anywhere Brands and Anywhere Advisors. “We are always focused on offering intuitive, easy-to-use technology for our agents and teams so they can channel more of their time to growing their business.” Canva Enterprise provides Anywhere-affiliate agents and franchisees with a library of prepopulated branded templates, plus custom integrations to seamlessly create static and animated content in collaboration with other members of their team. The platform will begin to roll out to Anywhere-affiliated agents in Q4 2025, free of cost. Victoria Keichinger, VP and Head of Brand at Century 21 Real Estate, will be a speaker at Portada Live, hosted by Horizon Media in NYC on September 18.
CHECK OUT: Inside Century 21’s Advertising and Soccer Marketing Campaign (free registration required)
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Toyota
After thousands of entries from across the country, one stood out – a person whose life is deeply rooted in the outdoors, someone who lives and breathes nature. Toyota announced the winner of our 4Runner Landia contest: Lauren Paulet Miller, an outdoor enthusiast whose passion for nature and adventure mirrors the spirit of the all-new 4Runner. Launched April 14 through May 26, the contest sparked nationwide excitement as fans entered for a shot at the ultimate off-road prize: an all-new 2025 Toyota 4Runner and their choice of land to explore. Toyota received more than 25,000 entries from around the U.S “We couldn’t be more excited to have a winner who is the perfect embodiment of the spirit behind the 4Runner,” shared Cynthia Barreras, Marketing Planner, Toyota. “This campaign was a first for us, and an exceptional one at that. We weren’t just giving away a truck — we were giving away a dream. By pairing the truck with a piece of land of their choosing, we created a connection to something deeper: a natural playground where adventure begins the moment the tires hit the dirt. It’s a celebration of freedom, capability, and the wild spirit our brand stands for.” For Lauren, this isn’t just a prize, it’s a dream realized. The keys to a rugged, adventure-ready truck. The opportunity to own a piece of land she can finally call her own. One of Lauren’s goals is to create a welcoming, educational space for people of all backgrounds to experience the outdoors.
Toyota received more than 25,000 entries from around the U.S
RELATED: Toyota’s Cynthia Barreras on 4 Runner’s First Ever Hispanic Campaign
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Paypal
Global payments platform PayPal has appointed Publicis to lead its worldwide media output. Campaign reports that the move was kickstarted when WPP resigned the account in April. The French firm’s win follows a competitive pitch process run by Consello and will see PayPal’s media and creative accounts consolidated under one network. According to Campaign, WPP’s Group M had held the US fintech firm’s media account since late 2023, but had resigned earlier this year, triggering a review. PayPal’s creative account is currently run by BBH USA, which is owned by Publicis. PayPal’s global media business is worth an estimated US $285 million, according to COMvergence The move marks the latest in a string of global wins for Publicis, which has recently secured a media buying contract from Mars, following a North America media contract from Coca-Cola earlier this year, as well as business from Paramount.
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Lucid
Lucid Group, Inc., an American automotive and technology company that manufactures electric vehicles, has named award-winning actor and cultural icon, Timothée Chalamet, as its first-ever Global Brand Ambassador in a multi-year partnership. Later this year, Chalamet will headline Lucid’s first global campaign for Lucid Gravity, our next-generation luxury SUV. “This partnership is not just about endorsement. It is about shared creativity, aligned ambition, and a mutual drive to challenge the status quo,” Akerho Oghoghomeh, Senior Vice President of Marketing, wrote in an article.
Find out about Portada Live events planned for 2025. Portada Live events are highly curated events. Their agenda is designed to maximize knowledge-sharing and networking between top brand marketing, media agencies, and media executives. To learn about thought leadership and networking solutions at Portada Live and Portada digital media offerings, please get in touch with Sales Director Irma Gutierrez at [email protected]
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Buffalo Wild Wings
NCR Voyix, a leading global provider of digital commerce solutions, announced that Buffalo Wild Wings, owned by Inspire Brands, has renewed its relationship with NCR Voyix as its partner for point-of-sale (POS) platform services. The decision marks an essential step in Buffalo Wild Wings’ continued commitment to delivering best-in-class guest experiences, improving operational efficiency, and enabling flexibility across its nationwide network. “ “At Inspire, we’re focused on building a unified, scalable technology platform that supports the unique needs of each of our brands while accelerating innovation across the portfolio,” said Yasir Anwar, Chief Technology Officer at Inspire Brands. “Partnering with NCR Voyix allows us to leverage their industry expertise and flexible technology stack to support Buffalo Wild Wings as it continues to elevate the guest experience.” Buffalo Wild Wings, founded in 1982, is the largest sports bar brand in the United States, with more than 1,300 restaurants in nine global markets and a rapidly growing off-premise business through Buffalo Wild Wings GO. Buffalo Wild Wings is part of the Inspire Brands family of restaurants.
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Dunkin’
Dunkin’ is dropping peak summer vibes with a wave of bold new Dunkin’ Refreshers and delicious mixology designed to keep things cool during the hottest time of the year. Leading the drop is the Golden Hour Refresher, a tropical combination of Mango Pineapple and Strawberry Dragonfruit flavors mixed with sweet and tart lemonade. Alongside it is the new Blueberry Breeze Refresher, a crisp, blueberry flavored sip inspired by breezy coastal vibes. To celebrate the drink’s launch, actor Gavin Casalegno – already lighting up screens this season in one of summer’s most talked-about shows – returns to Dunkin’ in a playful new social video, “King of Summer.” After charming fans in the brand’s “Not Just a Snack” campaign, Casalegno now claims his crown, a playful nod to his effortlessly sunny energy and the golden glow of his order: the Golden Hour Refresher.
