Arsenal and Dirt Is Good Extend Global Partnership to Inspire the Next Generation

London, October 2025 – Arsenal Football Club has announced the extension of its award-winning partnership with Dirt Is Good (known globally as OMO, Persil, Surf Excel, Breeze, Rinso, Ala, or Skip). Since first teaming up in 2023, the collaboration has reached millions worldwide through creative campaigns promoting resilience, empowerment, and inclusivity – aiming to inspire young people and create meaningful social impact beyond football.

Powerful Campaigns that Combine Purpose and Sport

Throughout the partnership, Arsenal and Dirt Is Good have used storytelling and football to address real-world issues and celebrate human strength. One of the standout projects was “The Autograph”, a short film following a young supporter’s journey to find Bukayo Saka and have his shirt re-signed after the original autograph was accidentally washed off – a story that symbolised perseverance and emotional connection through sport.

Breaking Stigma with “It’s Part of the Game”

Another major initiative, “It’s Part of the Game”, tackled period stigma in sport. Research revealed that six in ten girls avoid playing sports during their period due to fear of leaking through their kits. In response, Dirt Is Good and Arsenal co-developed the campaign alongside members of the Arsenal Women’s team – including Beth Mead, Leah Williamson, Katie McCabe, and Kim Little – promoting a message that “no stain should bring shame.” The campaign achieved international recognition, earning nine Cannes Lions shortlists and a Bronze Lion for Print for its creative and social impact.

Celebrating Grassroots Football with the OMO Varzenal Cup

Most recently, Dirt Is Good launched the OMO Varzenal Cup, celebrating the vibrant culture of Brazilian várzea (grassroots) football by bringing its energy to Emirates Stadium. Following regional knockout rounds in Brazil, two community teams of passionate Arsenal supporters faced each other in a once-in-a-lifetime final in London. The teams were mentored by Arsenal legends Ian Wright and Gilberto Silva, with their journey captured in a documentary set to premiere on Kondzilla’s YouTube channel in Brazil in January 2026.

Extending the Partnership with Purpose

Under the renewed agreement, Dirt Is Good will continue collaborating with Arsenal’s men’s and women’s first teams to inspire young people globally, while also supporting Arsenal in the Community programmes across north London. The partnership continues to use football as a powerful tool to promote confidence, creativity, and inclusion among young generations.

Leadership Insights

• Tati Lindenberg, Chief Brand Officer of Dirt Is Good and Head of Unilever Fabric Cleaning: “This partnership has been an incredible journey, blending purpose, creativity, and the unifying spirit of sport. Together with Arsenal, we’ve told stories that matter – from celebrating resilience to inspiring young people to embrace who they are. We’re excited to continue championing the joy of play and the meaningful moments it creates.”
• Juliet Slot, Chief Commercial Officer at Arsenal: “We’re proud to extend our partnership with Unilever’s Dirt Is Good brand. Since 2023, we have challenged stigmas, started important conversations, and inspired young people to play sport with confidence. This renewal allows us to build on that momentum and continue using our platforms to create positive impact.”
• Ian Wright, Dirt Is Good Ambassador: “It’s fantastic to see this partnership continue. Being part of campaigns like Varzenal and It’s Part of the Game has been inspiring. These initiatives show the importance of embracing authentic moments in sport and using football to drive real change on and off the pitch.”

Looking Ahead

The extension of the Arsenal–Dirt Is Good partnership highlights the ongoing success of their shared mission: to empower young people through creativity, sport, and social awareness. Together, they continue to blend football, storytelling, and purpose – proving that small moments, like stains on a shirt, can lead to powerful messages that unite communities around the world.

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