Arsenal FC extend Dirt Is Good partnership

Arsenal Football Club have renewed their partnership with Unilever-owned laundry brand Dirt Is Good (known as Persil in the UK, or OMO, Surf Excel, Breeze, Rinso, Ala, or Skip elsewhere in the world).

The deal, first signed in 2023 and covering both the men’s and women’s first teams of the club, will see the two parties continue working together “to inspire young people globally, while also supporting Arsenal in the Community programmes in north London.”

So far, the two have worked on exclusive themed content series as well as the OMO Varzenal Cup, a Brazilian várzea (grassroots) football tournament held at the Gunners’ home ground, the Emirates Stadium.

Juliet Slot, Chief Commercial Officer, Arsenal FC, commented:

“We’re proud to be extending our partnership with Unilever’s Dirt Is Good brand, a testament to the impact of our work together so far and the values we share. Since 2023, we have challenged stigmas, driven important conversations and inspired young people globally to play sport.?We’re delighted we can build on this momentum and continue using our platforms with purpose to drive our club forward.”

Tati Lindenberg, Chief Brand Officer of Dirt Is Good and Head of Unilever Fabric Cleaning, stated:

“This partnership has been such a powerful journey bringing together purpose, creativity, and the unifying spirit of sport. With Arsenal, we’ve told stories from across the Club that truly matter, from celebrating the resilience behind every stain to inspiring young people to embrace who they are, unapologetically. We’re excited for what’s ahead as we continue to champion the beauty of play and the meaningful moments it creates.”

Ian Wright, Arsenal legend and Dirt Is Good ambassador, added:

“It’s great to see the partnership extended even further. It’s been such a privilege to be involved in DIG’s biggest campaigns with the club including Varzenal and the inspiring It’s Part of the Game. It’s Part of the Game highlighted the importance of embracing the authentic moments of the sport and I’m looking forward to seeing how this collaboration continues to grow, spark meaningful conversations, and make a positive impact both on and off the pitch.”