Key Takeaways
- Henkel donated $100,000 through its Dial Clean Sheet program, funding equipment and resources for 339 schools nationwide
- Henkel’s portfolio of well-known brands in North America includes all®, Purex® and Persil® laundry detergents, Snuggle® fabric softeners, Dial® soaps, Schwarzkopf® hair care, as well as Loctite®, Technomelt® and Bonderite® adhesives
- Three AYSO youth clinics hosted in fall 2025 across New Jersey, Connecticut, and Florida provided free coaching and equipment to hundreds of young athletes
- Partnership includes two community equipment drives in Pennsylvania and Florida to collect and distribute soccer gear to underserved youth
- Henkel’s multi-year commitment with U.S. Soccer focuses on increasing access through clinics, equipment distribution, and classroom support extending into 2026
Consumer goods manufacturer Henkel is leveraging its multi-year partnership with the U.S. Soccer Federation to address access barriers in youth soccer through a three-part strategy combining on-field clinics, community equipment drives, and classroom resource funding.
The Rocky Hill, Connecticut-based company, which generates close to $6.5 billion in North American sales annually across brands including Dial soap and Persil laundry detergent, is working with U.S. Soccer and the American Youth Soccer Organization (AYSO) to create what it describes as “moments of community, inclusion and opportunity” for young players.
AYSO Clinic Series Reaches Hundreds of Young Athletes
In fall 2025, Henkel hosted three free youth soccer clinics in locations tied to its corporate footprint and strategic markets. Two clinics took place near Henkel offices in Bridgewater, New Jersey, and Stamford, Connecticut, with a third hosted in Tampa, Florida. The events brought together hundreds of young athletes for coach-led drills, team activities, and mentorship sessions run by AYSO coaches and Henkel employee volunteers.
Each participant received a soccer ball, T-shirt, and gift bag containing Henkel household products including Dial soap and Persil laundry detergent for their families. The clinics welcomed children of all skill levels, focusing on building physical confidence, teamwork, and community connection.
“These clinics marked the beginning of our growing collaboration with Henkel, aimed at expanding access to the game and reaching even more children and families,” said Dan Howald, Senior Director at AYSO. The organization is one of 118 member organizations under the U.S. Soccer Federation, which serves as the governing body for soccer in the United States.
AYSO and Henkel plan to continue the clinic partnership in 2026, with the goal of making soccer “more accessible, more connected, and more fun for everyone, everywhere,” according to Howald.
Equipment Drives Target Gear Distribution Gaps
Beyond on-field programming, Henkel organized two community equipment drives to collect and redistribute soccer gear to underserved youth. The first drive took place in Chester, Pennsylvania, in partnership with Leveling the Playing Field, a nonprofit focused on equipment access. The second was held in Orlando, Florida, in collaboration with Sports 4 the Kids.
Both drives invited fans and families to donate gently used soccer equipment, including balls, cleats, and nets. The collected gear is distributed to children who lack access to necessary equipment to participate in organized soccer programs.
The equipment drive model addresses a tangible barrier to youth sports participation by creating a redistribution system for functional gear that might otherwise go unused.
Dial Clean Sheet Program Extends Impact to Classrooms
Henkel’s partnership with U.S. Soccer extends beyond the field through the Dial Clean Sheet program, which ties corporate giving to on-field performance. The program makes a donation for every “clean sheet” (a match where the winning team prevents the opposing team from scoring) recorded by a U.S. Senior National Team.
To date, Dial has donated $100,000 to DonorsChoose, a nonprofit that fulfills teachers’ requests for classroom resources. The funding has supported 339 schools across the country and provided 3,219 pieces of sports and exercise equipment, 555 items of food, clothing, and hygiene essentials, and 488 books.
The program creates a connection between professional soccer performance and youth development resources, while also encouraging fans to contribute to the DonorsChoose platform.
Corporate Strategy Connects Brand Portfolio to Soccer Growth
Jennifer Schiavone, Vice President of Corporate Communications for the Americas at Henkel, framed the partnership as an extension of the company’s community engagement strategy. “Through our partnership with U.S. Soccer, we want to create more opportunities to increase access to the sport for young athletes while providing mentorship and needed equipment and giving back to our communities,” Schiavone said.
Henkel employs approximately 8,000 people across the United States, Canada, and Puerto Rico, with North America representing 28 percent of the company’s global sales. The company’s portfolio spans consumer products (all, Purex, Persil laundry detergents, Snuggle fabric softeners, Dial soaps, Schwarzkopf hair care) and industrial adhesives (Loctite, Technomelt, Bonderite).
The partnership positions Henkel’s consumer brands alongside U.S. Soccer programming, creating visibility opportunities while funding access initiatives that align with the federation’s growth objectives.
Partnership Extends Into 2026
Henkel confirmed it will continue celebrating U.S. Soccer achievements and supporting community impact programs through 2026. The multi-year commitment suggests ongoing clinic programming, equipment drives, and the continuation of the Dial Clean Sheet donation model.
The partnership represents one approach to addressing youth soccer access challenges through a combination of direct programming (clinics), resource redistribution (equipment drives), and adjacent support (classroom funding). The model relies on corporate funding, employee volunteerism, nonprofit partnerships, and the infrastructure of U.S. Soccer’s member organizations to reach young athletes across multiple markets.
via: Henkel
About Henkel in North America
Henkel’s portfolio of well-known brands in North America includes all®, Purex® and Persil® laundry detergents, Snuggle® fabric softeners, Dial® soaps, Schwarzkopf® hair care, as well as Loctite®, Technomelt® and Bonderite® adhesives. With sales close to 6.5 billion US dollars (6 billion euros) in 2024, North America accounts for 28 percent of the company’s global sales. Henkel employs around 8,000 people across the U.S., Canada and Puerto Rico.
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