Henkel Partners with U.S. Soccer to Advance the Sport Across All Levels

Henkel Partners with U.S. Soccer to Advance the Sport Across All Levels

(IN BRIEF) Henkel has partnered with the U.S. Soccer Federation in a multi-year collaboration, becoming the Presenting Partner of the Young Player of the Year Awards and Community Youth Soccer Clinics and a Supporting Partner of the Arthur M. Blank U.S. Soccer National Training Center. This marks Henkel’s first North American portfolio-wide sponsorship, aligning its well-known brands with U.S. Soccer’s National Teams during a transformative period for the sport. Henkel’s support will enhance athlete resources, grassroots soccer programs, and community engagement while promoting its values and brands. The partnership also funds high-performance resources at the Federation’s new state-of-the-art training center in Atlanta, set to open in 2026.

(PRESS RELEASE) DÜSSELDORF, 18-Dec-2024 — /EuropaWire/ — Henkel, a global leader known for its extensive range of consumer and industrial brands such as Dial®, Persil®, Snuggle®, Schwarzkopf®, Loctite®, and more, has entered into a multi-year partnership with the U.S. Soccer Federation. This landmark collaboration positions Henkel as the Presenting Partner of U.S. Soccer’s Young Player of the Year Awards and Community Youth Soccer Clinics, as well as a Supporting Partner of the Arthur M. Blank U.S. Soccer National Training Center, set to open in Atlanta in 2026.

This marks Henkel’s first-ever portfolio-wide sponsorship deal in North America, aligning the company with the U.S. Men’s and Women’s National Teams, Youth National Teams, and Extended National Teams during a transformative era for the sport in the United States.

JT Batson, CEO of U.S. Soccer, highlighted the significance of the partnership: “This collaboration underscores our commitment to fostering a stronger, more inclusive soccer landscape. Henkel’s involvement not only enhances resources for our athletes but also strengthens our connection to communities nationwide. Together, we’ll inspire and empower the next generation of players and fans.”

Henkel’s CEO, Carsten Knobel, echoed these sentiments, stating, “Sports have the power to unite and inspire across the globe, and we are proud to partner with U.S. Soccer during this pivotal time. This partnership offers us a platform to engage with our employees, customers, and consumers, while also promoting our corporate values and diverse brand portfolio in North America, Henkel’s largest global market.”

As part of the collaboration, Henkel will spotlight the achievements of National Team players through the Young Male and Female Player of the Year Awards. These awards honor exceptional performances by players from the U.S. Men’s and Women’s National Teams, as well as Youth and Extended National Teams, with winners decided by a combination of U.S. Soccer representatives, select media, and fan votes.

Henkel’s investment will also support the development of High Performance resources at the Arthur M. Blank U.S. Soccer National Training Center. This state-of-the-art facility, set to become U.S. Soccer’s headquarters, will serve as a hub for all 27 National Teams and a cornerstone of the Federation’s efforts to elevate the sport in the United States.

In addition to its focus on elite performance, Henkel will contribute to grassroots soccer initiatives. By supporting AYSO and U.S. Soccer’s community youth clinics, Henkel aims to make soccer more accessible and safe for young players across the nation. These programs are essential to nurturing the next generation of talent while promoting the sport at a community level.

As U.S. Soccer’s 14th strategic partner and seventh new partner since bringing its commercial rights in-house in 2023, Henkel joins a growing roster of collaborators dedicated to driving the sport’s growth in the United States. As a nonprofit organization, U.S. Soccer reinvests its revenue into initiatives that strengthen and sustain the broader American soccer ecosystem.

This partnership underscores Henkel’s commitment to community engagement and innovation, while supporting U.S. Soccer’s mission to expand the sport’s reach and impact during an unprecedented period of growth for soccer in the United States.

Media Contact:

Jennifer Schiavone
Henkel
Head of Corporate Communications Americas
+1-475-299-9192
jennifer.schiavone@ henkel.com

SOURCE: Henkel AG & Co. KGaA