The campaign, dubbed "Winning Starts at Home," links Henkel’s consumer goods—including Persil, Dial, and Loctite—with the high-energy culture of American soccer. Beyond digital prizes, the company plans to host immersive brand activations at upcoming high-profile matches, specifically the October 3 game between the U.S. Men’s team and Mexico in Glendale, and the October 10 match featuring the U.S. Women’s team against Spain in Washington, D.C.

Jenny Schiavone, Vice President of Corporate Communications for Henkel Americas, noted that the initiative aims to connect everyday household rituals with the excitement of game-day readiness. The promotion is part of a broader portfolio partnership with U.S. Soccer that emphasizes community growth. This includes support for the newly opened Arthur M. Blank U.S. Soccer National Training Center and collaborative efforts with the American Youth Soccer Organization to provide free clinics and equipment to young players. Fans can enter the sweepstakes and review official rules at henkelsoccersweeps.com.