Vizio renews exclusive Women’s Cup deal, bigger ad plays under Walmart

Vizio is renewing its exclusive U.S. streaming rights for The Women’s Cup soccer tournament, locking in more live sports for its free WatchFree+ service. The move is a clear play to capture a dedicated audience for its ad platform as it prepares for deeper integration with its new owner, Walmart.The full-field press: The deal, running from July 16th to July 26th, includes eight live games on a pop-up channel that will also host a library of archival matches and highlights. By offering exclusive content for free, Vizio can better differentiate its service in the crowded FAST market and make its smart TV ecosystem stickier for users.Going global: This year, the tournament series is expanding to new international locations. The expansion kicks off in Brazil on July 19th with a four-team competition that will feature clubs from both the U.S. and South America.The retail playbook: The focus on unique sports content fuels Vizio’s ambitions to build a more valuable advertising platform for Walmart’s retail media machine. That new muscle is already on display, with Walmart reportedly seeking commitments as high as $200,000 from brands for Vizio ads, according to Adweek.The long game: Vizio isn’t just buying sports rights for viewership; it’s building a high-value advertising pipeline. By securing exclusive, appointment-viewing events, the company can create a premium environment to leverage Walmart’s retail data and attract major ad dollars. Vizio’s investment in women’s soccer extends beyond this single tournament, as the company is also integrating the NWSL schedule directly into its VIZIO Sports Zone feature.