Henkel Activates 'Summer of Soccer' Campaign
Henkel is continuing its partnership with U.S. Soccer this spring through a multibrand campaign that builds on the excitement of what this summer will bring to soccer fans.
As an official partner of U.S. Soccer, Henkel created its “Summer of Soccer” campaign that kicked off in April to tie in with the FIFA World Cup, soccer’s largest sporting event that takes place every four years.
The integrated, social-first campaign includes Henkel’s Dial, All, Persil, Göt2b and Loctite brands.
Its fan-focused U.S. Soccer Summer of Soccer sweepstakes — Henkel’s first ever portfolio-wide consumer sweeps — is part of the broader marketing effort, designed to elevate fan spirit and engage the estimated 132 million soccer fans who will be watching the U.S. Men’s National Team this summer.
The company is using the sweeps to bring fans closer to the action — both at any of the stadiums hosting games and at home — with activations across digital and social media.
Fans are directed to HenkelSoccerSweeps.com to enter for the chance to win:
- A trip to watch U.S. play Germany in Chicago on June 6.
- An official 2026 U.S. Men’s National Team jersey.
- Gift cards for U.S. Soccer swag.
Henkel’s goal through its continued partnership with U.S. Soccer is to improve access to the game by creating moments for consumers in stores, online and in stadiums that build community and foster inclusion and opportunity for all fans.
Henkel’s “Clean Sheet” program — which plays on the idea of preventing the opposing team from scoring any goals — continues as part of the program partnership from April 2025, supporting public school teachers and students nationwide through its Dial brand, the U.S. Soccer Federation and DonorsChoose.
Community efforts across the country also include equipment drives hosted by Henkel and U.S. Soccer to collect gently used soccer gear to make the sport more accessible to underserved youth.
Henkel also created a partnership with soccer legend Alex Morgan to engage fans this summer through her “Letter to a Soccer Nation” (see video below), leveraging her influence to promote the sport’s growth in the U.S. through brands such as Dial and Persil.
Henkel’s partnership with U.S. Soccer is its first-ever portfolio partnership, promoting the U.S. Men’s and Women’s National Teams, as well as the youth and extended national teams.
