Henkel, the global manufacturer behind Dial and Schwarzkopf, has announced a multi-year partnership with the US Soccer Federation.
As an official partner, Henkel will support US Soccer’s initiatives across youth engagement, player development and elite training resources.
The partnership is the company’s first portfolio deal and Henkel said it would allow it to strengthen and create visibility to over 30 of its popular brands, especially with the 2026 FIFA World Cup on the horizon, which will be held in the US.
The collaboration names Henkel the presenting partner of the US Soccer’s Young Player of the Year Awards and community youth football clinics.
Additionally, Henkel became a supporting partner of the Arthur M. Blank US Soccer national training Center in Atlanta, a facility set to open in 2026.
“This partnership exemplifies our commitment to building a stronger, more inclusive soccer ecosystem,” said JT Batson, CEO of US Soccer.
“Henkel’s support amplifies our reach and enhances resources for our athletes, while deepening our connection with communities across the country.
“We’re thrilled to work together to inspire and empower the next generation.”
Henkel’s CEO, Carsten Knobel, echoed the excitement, emphasising the power of sports to unite and inspire.
“The partnership will provide a strong platform to connect and inspire our employee teams and bring to life our strong values and culture,” he said.
“It will also create an opportunity to engage with our customers and consumers.” As presenting partner of the Young Player of the Year Awards, Henkel will spotlight rising stars across the US men’s, women’s, youth and extended national teams.
Henkel’s backing will fund US Soccer’s grassroots initiatives, including local clinics and partnerships with the American Youth Soccer Organisation.
These grassroots programmes aim to expand access to football in the US, ensuring safe and inclusive environments for aspiring players.
The company’s investment also supports resources at the Arthur M. Blank National Training Center, which is designed to be the federation’s hub for its 27 national teams.