USSF, Henkel CPG Form Multi-Platform Alliance To ‘inspire Players, Grow Soccer’
Monday, November 18, 2024 at 01:23PM By Barry Janoff
November 18, 2024: Stating that “this partnership exemplifies our commitment to building a stronger, more inclusive soccer ecosystem,” the U.S. Soccer Federation and Henkel have signed a multi-year partnership that will unite Henkel’s extensive brands with USSF national teams, awards, communities and the Arthur M. Blank U.S. Soccer National Training Center.
Henkel said the partnership marks its first portfolio deal.
Financial terms were not released.
"Around the globe, sports is a source of energy, pride and inspiration,” Carsten Knobel, Henkel CEO, said via the company. “That’s why we are proud to be partnering with U.S. Soccer.”
“The partnership will provide a strong platform to connect and inspire our employee teams and bring to life our strong values and culture. It will also create an opportunity to engage with our customers and consumers and support our corporate brand and strong brands in North America, Henkel´s single biggest market globally."
Henkel is a global manufacturer of consumer and industrial brands, including Dial soaps, Persil and all laundry detergents, Snuggle fabric softeners, Schwarzkopf hair care, as well as Loctite, OSI, Technomelt and Bonderite adhesives.
The partnership will make Henkel the presenting partner of U.S. Soccer's 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 — the Federation's new home in Atlanta, now under construction.
It also comes in anticipation of the FIFA 2026 Men’s World Cup, hosted by the U.S., Mexico and Canada.
“This partnership exemplifies our commitment to building a stronger, more inclusive soccer ecosystem," U.S. Soccer CEO JT Batson said via the organization.
“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."
A portion of Henkel's investment will directly support High Performance resources at U.S. Soccer's new state-of-the-art Training Center.
Located just outside of Atlanta, the facility is slated to open in 2026 and will be the Federation's new headquarters and home to its 27 National Teams, including Senior Women’s and Men’s, Youth and Extended National Teams.
As part of its commitment to making soccer safe and accessible, Henkel will also help grow the sport at the grassroots level through local programming, supporting AYSO (American Youth Soccer Organization) and U.S. Soccer community youth clinics across the nation.
AYSO is one of U.S. Soccer's 116 member organizations, which the Federation oversees as the governing body of the sport in the United States.
The U.S. Soccer Federation broke ground on its first National Training Center and Headquarters this past April, unveiling the new facility as the Arthur M. Blank U.S. Soccer National Training Center.
The training center was made possible by a $50 million contribution last year from businessman and philanthropist Arthur M. Blank, The Home Depot co-founder and Atlanta United owner.
The Arthur M. Blank U.S. Soccer National Training Center will span 200 acres and include more than a dozen soccer fields and 100,000-plus sq. ft. of indoor courts for all 27 U.S. Soccer National Teams.
The facility will also include more than 200,000 sq. ft. of high-performance facilities, locker rooms, meeting rooms and headquarters space for all U.S. Soccer employees.
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