The US Soccer governing body and international health firm Haleon have announced a new multi-year partnership.

As part of the tie-up, Haleon, the parent company of brands such as Advil, TUMS, Sensodyne, and Centrum, will serve as the official consumer healthcare product partner of US Soccer, all of its national teams, and “key US Soccer events and programming."

Additionally, Haleon will also be the presenting partner of the US Soccer social initiatives ADAPTandTHRIVE Invitational and the annual Social Impact Award.

Katie Williams, US chief marketing officer for Haleon, said: “With this first-of-its-kind venture for our new consumer healthcare company, Haleon will celebrate the everyday wins in your health, on and off the field.

“Our commitment is to make healthcare more achievable, and we are eager to deepen our relationship with the rapidly growing US Soccer fan community.”

As the governing body of soccer in the country, US Soccer oversees 27 national teams, including the USMNT and USWNT, Youth National Teams, and nine Extended National Teams.

The Federation also oversees and works with 116 member organizations across the USA in the youth, amateur, and disability space to grow soccer.

Last month US Soccer also announced a new multi-year partnership with chemical company Henkel spanning the business's portfolio of consumer goods brands and industrial products.

Haleon becomes US Soccer’s fifteenth strategic partner and its eighth new partner since bringing its commercial rights in-house at the start of 2023.