October 9 – English Premier League club Arsenal have renewed their partnership with Dirt Is Good – the Unilever-owned brand known globally under names such as OMO, Persil, and Surf Excel.
The renewed deal will see Dirt Is Good continue to work with both Arsenal’s men’s and women’s teams, while supporting the ‘Arsenal in the Community’ programmes in North London.
The focus of the partnership will remain on youth development, participation and empowering young people through sport – values that have been the lifeblood of the relationship which first began in 2023.
Since then, the two entities have worked to reach young audiences through campaigns centred on ‘creativity, confidence, and inclusion’ – forming a relationship which has seen Arsenal’s global reach used to drive purpose-led storytelling rather than traditional sponsorship activation.
One of the most recognised initiatives was ‘It’s Part of the Game’, which took on period stigma in sport and featured members of Arsenal Women’s first team. The campaign earned widespread industry recognition for its authenticity and impact – an example of how commercial partnerships in football are increasingly being used to tackle social barriers as well as promote brands.
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 at Arsenal, added: “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.”
Contact the writer of this story, Harry Ewing, at [email protected]