Arsenal have extended their award-winning global partnership with Dirt Is Good, the Unilever brand known internationally as OMO, Persil, Surf Excel, Breeze, Rinso, Ala and Skip.The deal, first agreed ...
Arsenal have extended their award-winning global partnership with Dirt Is Good, the Unilever brand known internationally as OMO, Persil, Surf Excel, Breeze, Rinso, Ala and Skip.
The deal, first agreed in 2023, has produced some of the club’s most recognised campaigns, using football to promote inclusion, resilience and confidence among young people.
One of their most acclaimed projects, It’s Part of the Game, addressed period stigma in sport, with Beth Mead, Leah Williamson, Katie McCabe and Kim Little calling for a future “where no stain brings shame.” The campaign earned nine Cannes Lions shortlists and a Bronze Lion for Print.
Another highlight, the OMO Varzenal Cup, brought the spirit of Brazilian grassroots football to the Emirates, with teams coached by Ian Wright and Gilberto Silva. Their story will feature in a documentary premiering in 2026.
Tati Lindenberg, Dirt Is Good’s Chief Brand Officer, said: “With Arsenal, we’ve told stories that truly matter, from celebrating resilience to inspiring young people to embrace who they are.”
Juliet Slot, Arsenal’s Chief Commercial Officer, added: “We’ve challenged stigmas, driven important conversations and inspired young people globally to play sport. We’re proud to continue this journey.”
Ian Wright said: “It’s great to see the partnership extended. It’s Part of the Game showed how embracing authenticity can make a real difference on and off the pitch.”
The renewed deal will see Dirt Is Good continue to work with both Arsenal’s men’s and women’s teams, as well as support Arsenal in the Community programmes in north London.
Category: General Sports
