Dirt Is Good, the world’s number one laundry brand, present in 800 million households globally, has agreed an initial two-year global partnership with leading Premier League football club Arsenal, to become the club’s Official Partner.
This new agreement, the first-of-its-kind for Unilever’s Dirt Is Good laundry brands (known as OMO, Persil, Surf Excel, Breeze, Rinso, Ala or Skip depending on where you are in the world), will harness the global reach of Arsenal and Dirt Is Good to help younger generations see the value of playing sport, getting stuck in, and getting dirty.
For 20 years, Unilever’s Dirt Is Good brands, which is prevalent across 45 countries, has been encouraging kids to play outside: positioning dirt as an ally to human development. Dirt Is Good is now taking this message to the football pitch.
Arsenal in the Community has a long and proud history of positively impacting the lives of young people in the club’s local and global communities. ‘Dirt Is Good’ will work closely with the Arsenal men’s and women’s first-team players, the Arsenal Foundation, and local community projects, with the joint goal of creating a sense of belonging for our community participants and positively impacting their physical, mental, and emotional well-being.
Arsenal and Dirt Is Good are globally recognised with strong values and rich histories. They share a commitment to delivering peak performance – whether in Dirt Is Good products or on the football pitch. The partnership will spotlight Dirt Is Good’s top performance laundry products and their ability to deliver superior cleaning even in quick and cold washes.
Arsenal forward Bukayo Saka also takes the role of Dirt Is Good global ambassador, which will see him share stories from his own pathway into professional football to encourage young people to unleash their full potential.
Tatiana Lindenberg, Vice-President of Marketing for Dirt Is Good, said: “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.”
Juliet Slot, Chief Commercial Officer at Arsenal FC, said: “We are delighted to be announcing Arsenal’s partnership with Unilever’s Dirt Is Good brands 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 Arsenal’s commercial strength and global appeal.”
Arsenal’s 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.”
