August 8 – Arsenal FC have unveiled a two-year partnership with Unilever’s ‘Dirt Is Good’ laundry brand, which is known as Persil in the UK amongst other names worldwide such as OMO or Surf Excel.
The deal makes the laundry brand an official partner of both men and women’s teams as they push for titles next season.
The marketing activation will focus on using the club’s global reach to encourage younger generations in seeing the value of playing sport, getting stuck in, and getting dirty.
England and Arsenal winger Bukayo Saka will take on the role of ‘Dirt Is Good’ brand ambassador, where he will share his own stories on his path to football in an effort to encourage young people to strive for their potential and overcome adversity.
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.”
The deal continues Arsenal’s flurry of new sponsorships, joining chocolate brand Cadbury and beer maker Camden Town Brewery amongst the club’s newest partners. Last season, the club made the headlines after being the first club to partner with YouTube stars KSI and Logan Paul’s hydration company PRIME, which made the in-demand drink their official hydration partner. Since then, FC Barcelona have also signed with the YouTube sensations.
Juliet Slot, Arsenal’s Chief Commercial Officer, said: “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.”
Tatiana Lindenberg, Vice-President of Marketing for Dirt Is Good, commented: “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.
Arsenal begin their Premier League season this weekend at The Emirates versus Nottingham forest, as they look for revenge from last season’s slip ups and to carry the momentum from their FA Community Shield victory over Man City last weekend.
Contact the writer of this story, Harry Ewing, at moc.l1714774894labto1714774894ofdlr1714774894owedi1714774894sni@o1714774894fni1714774894