Henkel positions itself as “Pioneers at Heart for the Good of Generations” – now also in US soccer until at least 2028!

Soccer is becoming increasingly popular in the USA. In addition to the Club World Cup, which will be held for the first time in the summer of 2025, the FIFA Men’s World Cup 2026 is also currently scheduled to take place in the USA.

The national teams of the US Soccer Federation (USSF) are celebrating international success. At the same time, Henkel was looking for a sports sponsorship that would raise awareness of the corporate brand in the USA.

The partnership package includes all 27 national teams – Henkel is involved in all activities of the USSF teams. Henkel supports the men’s and women’s national teams as well as all youth and para teams.

We are currently working on the campaigns and implementation of the first activation measures for the first half of 2025. These include, for example

We design and provide the stadium assets (perimeter boards, screens, PK equipment). We create events and brand activation on site around the venues. We provide social media assets for the various Henkel brand managements around the USSF games. We support the communication between the USSF and Henkel. We are also working on bringing the sponsorship to life in the employer branding environment.

From the second half of the year, Henkel US and its local partners will assume full responsibility. Let’s go, pioneers! We are delighted that we were able to develop this entire topic with Henkel.