This partnership brings together leading Henkel brands in North America while supporting U.S. Soccer during a defining moment for the sport. Alongside the U.S. Men’s, Women’s, as well as Youth, and Extended National Teams, it contributes to an exciting and unprecedented era for soccer in the United States.
OUR U.S. Soccer Partnership
At Henkel we are proud to partner with U.S. Soccer. Henkel’s brands and purpose fit perfectly with the values of soccer. As “Pioneers at Heart for the Good of Generations.” Henkel is driven by performance, respect, diversity and a passion to win.
PARTNERSHIP TO
INSPIRE THE NEXT GENERATION
Focused on impact on and off the field, the partnership enhances player performance, expands community programs, and elevates the fan experience through innovative content and matchday activations—uniting efforts to grow the game and inspire the next generation.
Alex Morgan Partnership
Henkel has partnered with the one and only, U.S. Soccer Legend, Alex Morgan, and she’s got a message for every fan:
Winning Starts at Home.
As a two-time World Champion, and one of the sport’s greatest players, Alex Morgan has released an inspiring “Letter to a Soccer Nation,” a powerful reflection on what the game means to her and how it has shaped her as both an athlete and a mother.
As a proud Official Partner of U.S. Soccer, Henkel’s collaboration with Alex Morgan celebrates this exciting year of soccer across all generations and levels of fandom, empowering fans, players, and communities to win on and off the field through our well‑known consumer brand portfolio.
"Dear Soccer Nation,
The next few years will shine a bright light on our beautiful game.
I’ve seen soccer from a lot of angles — as a kid, as a teammate, and as a mom.
And every version of the game has taught me the same lesson: the biggest moments are built in the everyday rituals. In the driveway drills and car rides to practice. In freshly washed jerseys, gameday hairstyles, and the confidence that comes from game made to perform. Before the roar of the crowd, there’s the rhythm of routine.
That’s why I believe Winning doesn’t begin at kickoff. Winning Starts at Home.
My parents didn’t come from a soccer background, but they showed up anyway. My dad learned the game right alongside me — coaching and setting up pop‑up goals in the backyard. Home became a place where everyday preparation and shared rituals brought us together.
Now, as a mom, I see the next generation through my daughter. She’s competitive, determined, and eager to make the big play. I’m learning how to guide that energy toward her being a great teammate, trusting others, and understanding that winning isn’t something you chase alone.
Putting on the U.S. jersey for the first time was one of the proudest moments of my life. It carried the weight of years of work — and the pride of everyone who helped me get there.
This is our moment. To show what U.S. Soccer is made of. To celebrate how far the game has come — and where it’s going next.
Whether you’re watching from the stands or cheering from home, remember where it all begins.
Winning Starts at Home."
Alex Morgan
U.S. SOCCER LEGEND
Press Release
Winning Starts at Home
As Pioneers at heart for the good of generations, we stand with U.S. Soccer, empowering fans, players, and communities to win both on and off the field.
At Henkel, we believe that every game is a home game- because home is where our passion begins, where our values are shaped and where champions are made.
From the locker room to the laundry room or the garage, from training grounds to match day, Henkel’s trusted brands are there- fueling performance, strengthening bonds, and celebrating every clean sheet, every bold style, every repaired cleat, and every unstoppable moment.
But before the roar of the crowd, there’s the rhythm of routine. Because the game may be played on the field- but it’s won in the everyday. In the care, the prep, and the heart that happened wherever you call home.
Henkel House
As a proud Official Partner of U.S. Soccer, Henkel is committed to helping Fans win – on and off the field, whether it’s on gameday, or through small daily victories of life that start at home.
As part of this commitment, Henkel launched ‘Henkel House’, an immersive modular experience for Fans, representing different areas of a home, from the garage, to the kitchen, to the laundry room.
‘Henkel House’ features brands across Henkel’s well-known consumer brand portfolio, including Dial® soap, Persil® laundry detergent, Loctite® adhesives and göt2b® hair products. Fans can enjoy the immersive Henkel House experience at select U.S. Soccer matches, while interacting with Henkel’s portfolio of iconic products in a soccer-themed setting, elevating popular rituals at each experience. Check out the video to see ‘Henkel House’ in action.
community impact
Henkel’s partnership with U.S. Soccer reflects its deep commitment to community engagement and education. Through this collaboration, Henkel supports initiatives that promote inclusivity, teamwork, and leadership among young athletes across the country.
AYSO
Soccer Clinics
Henkel has teamed up with U.S. Soccer and the American Youth Soccer Organization (AYSO) to host free youth soccer clinics. We believe in the power of youth sports to provide well-rounded benefits in physical health, academic performance, and important social skills like teamwork and confidence.
By breaking down barriers to participation such as cost, equipment, and transportation, Henkel, U.S. Soccer, and AYSO aim to ensure that every child has the chance to play, grow, and thrive through sport.
Equipment
Donation Drives
Henkel hosts Community Equipment drives which invite fans and families to donate gently used soccer gear, including balls, cleats and nets, to help more kids experience the game.
These efforts provide a way for fans to help, underscoring how small acts of giving can strengthen community connections and open doors for more children to experience the lifelong benefits of sport.
Dial®
Clean Sheet Program
The Dial® Clean Sheet Program, launched through Henkel’s Dial® brand in partnership with U.S. Soccer, celebrates and supports “clean sheets” - games where no goals are conceded.
To date Dial® has donated $100,000 to support 339 schools across the country and fund 3,219 pieces of sports and exercise equipment, 555 items of food, clothing and hygiene essentials, and 488 books, extending Henkel’s impact from the field to the classroom and helping inspire the next generation.
SOCIAL MEDIA
1 of 3
1 of 6
LATEST NEWS
1 of 3
