Unilever’s Dirt Is Good laundry brands have announced a two-year deal as the official partner of the Premier League side Arsenal Football Club.
As the UK football season kicks off this Saturday, 12 August, the move will see the brands -known as Persil in the UK, and OMO, Surf Excel, Breeze, Rinso, Ala and Skip in other markets – become the official partner of Arsenal men’s and women’s teams.
“This is the first time Arsenal has had a fabric care partner and is a further sign of Arsenal’s commercial strength and global appeal,” Juliet Slot, Arsenal’s chief commercial officer, said.
Beyond the Premier League games, the partnership will work with the Arsenal Foundation and local community projects to get younger generations mucking in and enjoying grassroots sports and football, not just as a physical activity but as one that positively supports mental health and wellbeing.
To help with this ambition, 21-year-old Arsenal forward, Bukayo Saka will become a global ambassador for Dirt Is Good and work with younger people, sharing the story of his journey into the profession.
“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,” Saka said. “I want more young people to have the chance to follow in my footsteps and experience the power and joy of sport in communities across the world.”
With both brands at the top of their game, the partnership shows the promise of a perfect match.
“We’re proud to be working with a club that shares the same values around inclusivity and community,” says Tatiana Lindenberg, vice-president of marketing for Dirt Is Good. “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,” she adds.
“Partnering with Arsenal, one of the world’s biggest football clubs, will help amplify this message and the value of sport to fuel resilience, determination and personal growth.”
