Arsenal and Unilever extend award-winning partnership

Arsenal have extended their partnership with Unilever’s laundry brand, Dirt Is Good.

The partnership, which first began in 2023, will see the brand, known as Persil in the UK, continue to work with the club’s men’s and women’s first-teams. The collaboration will continue to focus on youth empowerment, inclusion, and the joy of play, while supporting the work of Arsenal in the Community and The Arsenal Foundation.

Since its launch, the partnership has produced several campaigns that have received 47 award nominations and 25 awards, including a Bronze Lion at Cannes. Previous activations include ‘The Autograph’, a short film featuring Bukayo Saka, and ‘It’s Part of the Game’, a campaign featuring members of the Arsenal Women’s squad which tackled period stigma in sport. Most recently, the OMO Varzenal Cup brought two grassroots Brazilian teams to London for a final at Emirates Stadium, guided by club legends Ian Wright and Gilberto Silva.

Tati Lindenberg, Chief Brand Officer of Dirt Is Good and Head of Unilever Fabric Cleaning, said, “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.”

Juliet Slot, Chief Commercial Officer, Arsenal, said, “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.”

Ian Wright, Dirt is Good Ambassador and Arsenal Legend, said, “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 campaign. 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.”