Arsenal FC ink deal with Unilever laundry brand Dirt Is Good

Arsenal Football Club have announced a two-year 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). Dirt Is Good, therefore, becomes an Official Partner of the London-based English professional football club’s men’s and women’s teams.

The partnership will also see Arsenal FC star Bukayo Saka serve as a Dirt Is Good Global Ambassador. Dirt Is Good, in turn, will work closely with the Arsenal FC men’s and women’s teams, the Arsenal Foundation and local community projects on various activations. 

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

“We are delighted to be announcing our partnership with Unilever’s Dirt Is Good brand to spread the message that playing sport – and getting dirty while you do it – develops life-enhancing physical and emotional skills. This is the first time Arsenal has had a Fabric Care Partner and is a further sign of our commercial strength and global appeal.“

Bukayo Saka said:

“This partnership with Dirt is Good is close to my heart because I have been at Arsenal since I was eight years old, and I know just how important football and sport have been for my development as a person. I want more young people to have the chance to follow in my footsteps and experience the power and joy of sport with communities across the world.“

Tatiana Lindenberg, Vice-President of Marketing for Dirt Is Good, added:

“We recognise the importance of sports, getting stuck in and ‘getting dirty’ in the growth and development of children and young adults, as well as in improving personal attainment through greater self-esteem and confidence. We are partnering with Arsenal, one of the world’s biggest football clubs, to help amplify this message and the value of sport to fuel resilience, determination, and personal growth.

“We’re proud to be working with a club that shares the same values around inclusivity and community, and we can’t wait to kick off our relationship with Bukayo Saka. We are keen to encourage kids to get outside, get stuck in and get dirty, seeing the benefits both on and off the pitch.“