F1 ACADEMY signs new deal with Dirt Is Good

The F1 ACADEMY has announced a new multi-year partnership with laundry brand Dirt Is Good who will join the all-women motorsport series as their first-ever Official Laundry Detergent Partner. The partnership will see Dirt Is Good’s brands like OMO, Persil, Wonder Wash and Skip have branding across the series starting from Round 2 of the F1 ACADEMY 2026 season in Canada. There will be flagship activation at the Zandvoort race and Dirt Is Good will also support Zandvoort Wild Card entry, with 17-year-old Zoe Florescu driving the #15 car in a bespoke livery and race kit inspired by Wonder Wash Max.

Susie Wolff, Managing Director of F1 ACADEMY, commented,

“The momentum behind F1 ACADEMY has never been stronger, and the standard on track keeps rising. This is a platform where drivers are learning to perform under pressure, supported by the best teams and the right partners around them. Bringing Dirt Is Good into that environment is an exciting step as we continue to create meaningful opportunities and visibility for the next generation of talent.”

Tati Lindenberg, Chief Marketing Officer of Unilever Home Care, said,

“F1 ACADEMY is a natural partner for Dirt Is Good. It reflects a world where magic and performance under pressure define success, while supporting a new generation of young women progressing at the highest level of the sport. With Wonder Wash Max, we’ve developed a product engineered for those same conditions: maximum cleaning performance even in 15 minutes. From the shortest cycle to the fastest lap, the same standard applies – performance that delivers when every second counts.”

Zoe Florescu, Dirt Is Good Wild Card, added,

“F1 ACADEMY is all about proving yourself in a very visible, high-pressure environment. Every session counts, and you must perform when it matters most. I’m proud to be part of this moment and grateful for the support from Dirt Is Good as I take this next step.”