Marketing & Sponsorship

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.

Marketing & Sponsorship

Improving Galloper Can Put Fire Back In Yip’s Heart

SURELY nothing can be more disheartening for a stable, and one that are in the middle of a purple patch at present, suddenly to find their star galloper is being transferred to another yard.

That has happened to trainer Dennis Yip, who has saddled winners at three out of the last four meetings but has lost last season’s Hong Kong Derby hero Massive Sovereign to up-and-coming trainer David Eustace.

Unfortunately, that is trait in HK racing, where loyalty has little or no meaning to those closely connected within the sport, and it’s a matter of taking it on the chin and moving on.

Former champion trainer Yip, who has held a licence for over 20 years, is experienced enough to shrug his shoulders and get on with the job of training winners, and he will look to his handful of gallopers lined-up at the Valley to put a smile back on his face.

It is interesting that champion jockey Zac Purton is aboard three of his contenders, and all can be given strong chances.

Former Australian galloper and Group Two placed Noisy Boy will relish stepping up to 11 furlongs in the Mars Handicap (11.10am), while View Of The World may appreciate the step back in distance for his first foray at the city track in division two of the Jupiter Handicap (12.40pm) over six furlongs.

The Yip and Purton partnership will surely be confident that the improving NORTHERN FIRE BALL can finally deliver in the first division of the Jupiter Handicap (11.40am), over the same trip.

The Australian-bred speedster has been hindered by a series of double-figure draws in recent races, and it probably cost him success when just denied in the closing stages over the course and distance last month.

This time the gods have been kind, allocating him gate two, which should allow him to bounce out in front and hopefully not see another rival.

Marketing & Sponsorship

Mayor Khan: London Will Be Capital For Women’s Sport In 2025

London will be the “undisputed global capital for women’s sport” next year, the city’s Mayor Sadiq Khan has said.

The Women’s Rugby World Cup final at Twickenham on September 27 will round off an exciting series of events in the city.

England go into that tournament hoping to topple world champions New Zealand, and will tune up in the Six Nations in the spring. Their concluding match in that competition will also be held at Twickenham, on April 26.

The World Cup final in London is set to have a world-record attendance for a one-day women’s rugby event.

England’s footballers will warm up for their Euros defence in the summer by facing world champions Spain in a Nations League match at Wembley on February 26, while in June, Queen’s Club in west London will host a women’s tournament prior to Wimbledon for the first time in more than 50 years.

England’s cricketers take on India in a T20 international on July 4 at The Oval and a one-day international on July 19 at Lord’s. The Oval will also host finals day of the new women’s T20 Blast on July 27.

Khan said: “I’m so excited that London is set to be the undisputed global capital for women’s sport in 2025, with some of the world’s biggest events coming to our city next year.

“I am delighted that we will be playing host to the Women’s Rugby World Cup, while we will also see the historic return of women’s tennis to the Queen’s Club. This is in addition to world-class women’s cricket, football, netball, hockey, basketball and athletics in the capital.

“I would urge Londoners to take up the opportunity to attend some of these amazing events, cheering on our top athletes and sportswomen. Ensuring London hosts many of the world’s leading sporting events is an important part of our work building a better London for everyone.”

The Netball Super League Grand Final will be played at the O2 Arena on July 6 while female stars will also feature prominently at the London Athletics Meet on July 19.

Marketing & Sponsorship

Fifa President Branded ‘A Chancer’ Over £1,750 Club World Cup Tickets

Fifa has been slammed by football fans after the first ticket prices for next year’s Club World Cup were published, with the cheapest seats available for the final costing £700 ($890).

The prices, listed on Bayern Munich’s website, go up to £1,755 ($2,230) for lower-tier seats at the final, which will be played at the MetLife Stadium in New Jersey.

In response, the Football Supporters’ Association called Fifa president Gianni Infantino “an absolute chancer” in a post on social media.

The prices published by Bayern, one of 32 clubs set to play in the first edition of the revamped competition, showed that their group stage tickets range from £35 ($45) to £127 ($161).

Prices rise steeply in the knockout stages of the Club World Cup, starting at £220 ($279) for the quarter-finals and £414 ($526) for the semi-finals.

Fifa’s website says that tickets for some group stage matches will be available for £24 ($30) plus taxes and fees, but it has not yet published a full list of prices for all games.

The first phase of ticket sales is due to begin on Thursday and run until mid-January. Seats are being sold on a first come, first served basis and Fifa said it expected them to “go fast”.

A presale window opened on Tuesday for the 12 host venues, which also include Miami’s Hard Rock Stadium, Audi Field in Washington DC and LA’s Rose Bowl Stadium.

Further sales are set to take place through the clubs participating in the Club World Cup from January. England’s representatives will be Manchester City and Chelsea.

Manchester City face group games against Juventus, Al Ain and Wydad AC, while Chelsea will meet Flamengo, Club Leon and Esperance.

Fifa and Infantino could face a further backlash after it emerged that dynamic pricing will also be used in the sales process for the Club World Cup.

The sales method gained notoriety earlier this year when Oasis used it to maximise returns from ticket sales for their reunion tour in 2025.