ATLANTA (Dec. 11, 2024) – U.S. Soccer and Haleon today announce a new multi-year partnership which will grow accessibility in soccer while supporting health inclusivity. As part of the deal, Haleon – the parent company of brands like Advil, TUMS, Sensodyne, and Centrum – will serve as the official consumer healthcare product partner of U.S. Soccer, all its national teams including the U.S. Women’s National Team and the U.S. Men’s National Team, as well as key U.S. Soccer events and programming.
In addition to its support of the U.S. National Teams, Haleon will also be the presenting partner of U.S. Soccer’s ADAPTandTHRIVE Invitational as well as its annual Social Impact Award, which honors a player from U.S. Soccer’s National Teams for their off-field contributions to make a positive impact in the areas of diversity, equity, inclusion and belonging. U.S. Soccer’s ADAPTandTHRIVE program is a first-of-its-kind combination of soccer-based initiatives which aim to impact the disability community. The innovative multipronged approach focuses on youth empowerment, leadership, awareness, and opportunity. These elements set the program apart as a trailblazer promoting inclusivity within the soccer community.
“This partnership is a great step toward bridging U.S. Soccer’s efforts to make the game more accessible in all its forms with Haleon’s work toward increasing health inclusivity,” U.S. Soccer Chief Commercial Officer David Wright said. “We have an incredible opportunity to lean on soccer as a force for good, and partnering with organizations who value maximizing that potential is crucial as we navigate an unprecedented era for our sport in the U.S.”
“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 U.S. Soccer fan community,” says Katie Williams, US Chief Marketing Officer, Haleon.
As the governing body of soccer in the country, U.S. Soccer oversees 27 National Teams, including the USMNT and USWNT, Youth National Teams across various age groups, 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 in all its forms.
Haleon becomes U.S. Soccer’s 15th strategic partner and its eighth new partner since bringing its commercial rights in house at the start of 2023. As a 501(c)3 nonprofit, U.S. Soccer’s revenue directly impacts the growth and stability of the broader American soccer landscape.
About Haleon US
Haleon (NYSE: HLN) is a leading global consumer health company with a purpose to deliver better everyday health with humanity. Haleon’s product portfolio spans five major categories: Oral Health, Pain Relief, Respiratory Health, Digestive Health, Sexual Health, and Wellness. Built on trusted science, innovation, and deep human understanding, Haleon’s U.S. brands include Abreva, Advil, Benefiber, Centrum, Emergen-C, Eroxon, Excedrin, Flonase, Gas-X, Nexium, Nicorette, Parodontax, Polident, Preparation H, Pronamel, Sensodyne, Robitussin, Theraflu, TUMS, Voltaren, and more. For more information on Haleon and its brands, please visit www.haleon.com or contact USMediaRelations@haleon.com.
About U.S. Soccer
Founded in 1913, U.S. Soccer has been the official governing body of the sport in the United States for more than 100 years. As U.S. Soccer looks toward the future amid an unprecedented moment of opportunity, it has aligned its efforts around five strategic pillars: Grow the game by increasing youth and adult participation and accessibility to the sport; Foster best playing environments through quality of referees and coaches, and commitment to participant safety; Develop winning teams through solidified pathways and success of professional leagues; Grow the soccer economy to fuel reinvestment by increasing membership, fandom and commercial success; and Create a world-class organization through revitalized structure and culture, best-in-class talent, progress in DEIB, and more. For more information, visit ussoccer.com/ourvision.
