Arsenal strike two-year global partnership with Unilever’s Dirt Is Good

The English Premier League club, Arsenal have announced a fresh two-year global partnership with Unilever‘s Dirt Is Good laundry brand (known as Persil in the UK, or OMO, Surf Excel, Breeze, Rinso, Ala or Skip elsewhere in the world).

Following this deal, the brand has been named the official partner of Arsenal’s men’s and women’s teams.

The groundbreaking collaboration underlines Arsenal’s and Dirt Is Good’s conviction in the power of sport to unlock human potential. The alliance will leverage both brands’ worldwide reach to assist younger generations in understanding the importance of participating in sports, getting involved, and getting messy.

Arsenal in the Community has a long and proud tradition of making a positive difference in the lives of young people in both the club’s local and worldwide communities. Dirt Is Good will collaborate closely with the team’s men’s and women’s first-team players, the Arsenal Foundation, and local community programs to foster a sense of belonging among the club’s community members and improve their physical, mental, and emotional well-being.

Arsenal and Dirt Is Good are well-known brands with strong ideals and long histories. The club embraces a dedication to excellence, whether through Dirt Is Good goods or on the football field. The collaboration will highlight Dirt Is Good’s high-performance laundry solutions, as well as its ability to provide great cleaning even in rapid and cold washes.

Furthermore, Bukayo Saka will also take on the formal role of global ambassador for Dirt Is Good. Through this, he will share stories from his own journey into professional football in order to inspire young people to reach their best potential.

Juliet Slot, Chief Commercial Officer, Arsenal, 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.”

On this partnership, 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.”

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.

“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.”

Previously, Arsenal also extended their association with Emirates and Cadbury, while also developing new deals with Camden Town Brewery and TCL.

Arsenal are all set to commence their 2023–24 campaign this Saturday, i.e., August 12, against Nottingham Forest. The Reds will look to dominate the season and clinch the title, which they narrowly missed out on last year.