Ferrero targets a healthier America with US Soccer Foundation deal
Ferrero has partnered with the US Soccer Foundation in a three-year engagement deal. Pic: US Soccer Foundation
A key health initiative has been launched by Ferrero’s Kinder brand in the US, as it creates its “Goals of Joy” scheme with the US Soccer Foundation, encouraging greater physical activity, reports Neill Barston.
The country has successfully held the FIFA World Club Cup, won by Chelsea over PSG, with the country enjoying increasing awareness and engagement with the sport, which the confectionery business is seeking to harness through its latest partnership.
It comes as North America is also due to host the next World Cup, in June 2026, across the continent, which has created a significant buzz surrounding the sport in the region.
Notably, the three-year initiative seeks to combat the downward trend of physical activity among US young people. According to the Physical Activity Alliance’s latest report card, only 20-28% of 6-17-year-olds meet the 60 minutes of daily physical activity guidelines. In addition, the U.S. received a D- grade for overall physical activity in 2024.
Kinder and the U.S. Soccer Foundation will integrate their proven programmes in key markets—Kinder Joy of Moving, a Ferrero global social responsibility initiative, and the Foundation’s Coach-Mentor Training and Soccer for Success after school initiative—to advance physical activity and overall well-being for children in underserved communities through trainings, community and family events, and family-friendly resources that can be used both within and beyond soccer programs, including at home.
The venture will kick off this autumn in the New York City metro area and expand to additional markets over the next three years.
The two organisations will leverage the upcoming Men’s and Women’s World Cups—happening in summer 2026 and summer 2027, respectively—to generate deeper community and family engagement. By the end of the initiative in August 2027, more than 30,000 youth and families will benefit from the initiative.
The Ferrero stand at this year’s Sweets and Snacks Expo, featuring its portfolio including its Keebler brand, made a strong impression with launches for Nutella, Kinder and across its brands. Pic: Neill Barston
“We are honoured to partner with the U.S. Soccer Foundation to create soccer programs that will help more children experience the joy that comes with getting outside and moving, while simultaneously promoting critical social and emotional skill development,” said Catherine Bertrac, Senior Vice President Marketing, Kinder North America. “The U.S. Soccer Foundation’s mission aligns well with our strong belief that a positive attitude towards movement will make today’s children better adults tomorrow.”
“Soccer is having a moment here in the U.S—and we want young people to have theirs, too,” said Ed Foster-Simeon, President & CEO of the U.S. Soccer Foundation. “That’s why we are leveraging this moment to further our movement to use soccer to create healthier, stronger communities nationwide. We’re thrilled to team up with Kinder to advance this important work and know that together, we will have an even greater impact.”
Established in 2005, the Kinder Joy of Moving program is part of Ferrero’s ongoing commitment to contribute to the overall wellbeing of the communities it serves and is currently active in more than 30 countries around the globe.
The program is founded on the principle that when children grow up active, they grow up happy. Joy of Moving utilises scientifically recognised methodology that aims to get children moving through play to improve physical fitness while also developing cognitive, emotional and social skills.
The U.S. Soccer Foundation is leading national legacy efforts to ensure the FIFA World Cup 26 contributes to positive social impact in the years before and following the tournament, working with several Host Cities to create mini-pitches and support proven programs including FIFA World Cup 26 New York New Jersey™, FIFA World Cup 26 Philadelphia™, and FIFA World Cup™ Boston 2026. For over 30 years, the U.S. Soccer Foundation has advanced soccer as a tool for social impact, working with 1,000+ partners to support under-resourced communities. Its initiatives prioritize health, well-being, and positive youth development.
