• by Les Luchter , 10 hours ago

With the FIFA World Cup coming to the U.S. soon, multibrand CPG marketers like Haleon and Henkel are partnering on sweepstakes and other activities with the U.S. Soccer Federation (USSF).

Haleon

Haleon, the four-year-old consumer health spinoff from GSK, has launched “For the Assist,” featuring a sweepstakes that will award the grand prize winner with a “VIP” trip for four to an unidentified USSF match in October, valued at approximately $4,600.

The sweepstakes, running through Aug. 31, will award 100 other winners with jerseys autographed by unidentified players ($100 value), and five winners with a cleat-shaped Tunnel Walk Bag designed by visual artist and designer Andrea Bergart) that Haleon says is “inspired by the pre-game ‘tunnel walk’ popularized by athletes.” The bag ($150 value) contains travel-size editions of Advil pain relief pills, Centrum vitamins, Sensodyne toothpaste, Tums antacid, and Voltaren pain relief gel.

The limited-edition bags by themselves will also be sold through Amazon for $125 starting May 14.

Amazon is already selling a clear Haleon limited-edition Assist Pack, containing Sensodyne, Tums, Advil and Emergen-C supplements. The Assist Pack will also be available at select CVS stores soon.

Next up is a “360-degree campaign,” including paid advertising, that will feature Team USA midfielder Tyler Adams, and World Cup Champion/Olympic Gold Medalist Crystal Dunn.

“Soccer has an incredible power to unite people,” Karina Ong, vice president, marketing for Haleon U.S., says in a statement. “As America's passion for the game reaches new heights, ‘For the Assist’… is our way of celebrating the collective effort behind every goal.”

Henkel

Henkel, which marks its 150^th anniversary this year and sells such brands as Dial soap, All Free Clear laundry detergent and Snuggle fabric softener, has launched a U.S. Soccer Summer of Soccer Sweepstakes running through July.

In an initial phase of the sweeps, three winners will get VIP trips for two to a June 6 Coca-Cola Send-Off Match in Chicago, in which the U.S. will play Germany prior to the start of the World Cup itself. Each prize is valued at $5,010.

More than 50 other winners will receive such prizes as official U.S. team jerseys ($180 each) and U.S. Soccer Store gift cards ranging from $50 to $500.

Henkel says that U.S. Soccer represents its “first-ever portfolio partnership,” with more than 30 brands promoting not only the men’s team but also the women’s team, youth team, and other USSF entities. Over the past six months, as part of the partnership, Henkel has already posted retired women’s team star Alex Morgan’s rallying-cry  "Letter to a Soccer Nation" videoand helped fund the USSF’s Arthur M. Blank National Training Center and new headquarters outside of Atlanta, which will open next month.

Alex Morgan is also featured in a Henkel brand-specific sweepstakes from All Free Clear that’s centered around youth soccer –and especially the parents of those youth.

Called the Most Valuable Parents (MVP) Sweepstakes, and running for a month through May 21, promotional materials ask parents to “share your MVP story for the chance to win $5,000.” Three grand prize winners will also receive a Morgan-autographed soccer ball and All product samples, with another 25 autographed balls going to other winners.

Entrants are asked to upload a photo or video on Instagram with a caption “sharing some of the intentional choices that you make to help support your family.”

In a statement, Henkel Vice President of Marketing Julia Galotto says the Alex Morgan partnership allows All “to recognize the ongoing efforts of parents who keep their families going through the everyday hustle and bustle.”

All Free Clear said it was also donating $5,000 to the Alex Morgan Foundation, which aims to help girls and women find confident paths forward in sport and in life.

Other individual Henkel-branded activities have included Dial’s “Clean Sheet” program, in which the soap makes a donation every time the U.S. team records a “clean sheet” by allowing no goals. Dial’s donation of over $100,000 to date has been used to support 339 schools across the country by funding over 3,000 pieces of sports and exercise equipment.