The US Soccer governing body has announced a new multi-year partnership with chemical company Henkel spanning the business's portfolio of consumer goods brands and industrial products.

Through the deal, Henkel becomes US Soccer’s 14th current strategic partner and the presenting partner of the federation's annual Young Player of the Year awards, and its grassroots youth community soccer clinics.

Alongside this, Henkel also becomes a supporting partner of US Soccer’s new national training center home in Atlanta, Georgia which will open in 2026.

The US will co-host the elite FIFA World Cup in 2026 alongside Canada and Mexico (although the US will host far more games than both) and that major event, for which the US men’s national team will automatically qualify, will naturally be an opportunity for major exposure for US Soccer’s partners.

The deal encompasses Henkel’s portfolio of brands, which includes Schwarzkopf, Dial, Persil and Snuggle, as well as Henkels’ industrial adhesives such as Bonderite, OSI, Technomelt, and Loctite.

Over 30 Henkel brands are included and will cover the US men’s and women’s national teams as well as youth category teams and the “extended national teams” that compete in various other soccer categories such as deaf or blind soccer.

Henkel is the seventh new commercial partner US Soccer has secured since it brought its commercial rights sales in-house in 2023 after announcing an end to its relationship with Soccer United Marketing, the commercial arm of Major League Soccer, in 2021.