Unilever (Dirt Is Good) and Arsenal extend their partnership
3 hours ago
Dirt Is Good (known as OMO, Persil, Surf Excel, Breeze, Rinso, Ala or Skip) and Arsenal have announced an extension to their award-winning partnership.
Since first teaming up in 2023, they’ve used their shared platform to connect with millions around the globe through campaigns promoting resilience, creativity and empowerment – always with the goal of inspiring young people and creating meaningful impact that extends beyond football.
One of these is The Autograph, a short film which follows the story of a young supporter’s quest to find Bukayo Saka and get his shirt re-signed after the original autograph was accidentally washed out.
This was followed by It’s Part of the Game, a campaign about period stigma in sport. Research shows that six out of ten girls fear playing sport while on their period because they’re worried about leaking through their kit¹. Dirt Is Good and Arsenal co-crafted the campaign in collaboration with members of the Arsenal Women’s squad, working with Beth Mead, Leah Williamson, Katie McCabe and Kim Little to call on a future where no stain brings shame. The campaign went on to earn nine Cannes Lions shortlists and a Bronze Lion for Print.
Most recently, Dirt is Good launched the OMO Varzenal Cup, bringing the energy of Brazilian várzea (grassroots) football to Emirates Stadium. After knockout rounds in Brazil, two Arsenal-loving community teams came together in a once-in-a-lifetime final in London. The teams were guided by Arsenal legends Ian Wright and Gilberto Silva, and their story will be told in a documentary to premiere on Kondzilla’s YouTube channels in Brazil in January 2026.
The renewed agreement will see Dirt Is Good continue to work with both Arsenal’s men’s and women’s first teams to inspire young people globally, while also supporting Arsenal in the Community programmes in north London.
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.”