Arsenal have announced a novel two-year partnership with Unilever’s Dirt Is Good brand, known in the UK as Persil.

Aimed at both men’s and women’s teams, the collaboration is poised to inspire younger generations through the power of sport, emphasising values such as resilience, determination, and personal growth.

Three Key Points

• Arsenal agrees to a first-of-its-kind two-year global partnership with Unilever’s Dirt Is Good laundry brand, aiming to inspire younger generations. 
• The partnership will involve working with Arsenal’s community projects and will feature Bukayo Saka as Dirt Is Good Global Ambassador.
• The collaboration will focus on the importance of playing sports and getting dirty, linking it with Dirt Is Good’s top performance laundry products for superior cleaning. 

Arsenal teams up with Unilever’s Dirt Is Good brand

Arsenal x Dirt Is Good marks a new chapter in Arsenal’s community engagement.

As the Official Partner for men’s and women’s teams for two years, Unilever’s Dirt Is Good brand embodies the belief in sport’s potential to unleash human growth.

Reflecting mutual values

Both Arsenal and Dirt Is Good are globally recognised, with rich histories and shared commitment to peak performance.

The partnership will focus on top performance laundry products, capable of delivering superior cleaning even in quick and cold washes.

Community impact

Arsenal’s community arm, known for positively impacting young people’s lives, will work closely with Dirt Is Good.

They’ll aim to create a sense of belonging within community participants and enhance their physical, mental, and emotional well-being.

Global ambassador role for Saka

 

Arsenal’s own Bukayo Saka will be Dirt Is Good’s Global Ambassador. He’ll share personal stories to inspire young people, showcasing the importance of football in personal development and injury resilience.

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.”

Official statements

Arsenal’s Chief Commercial Officer, Juliet Slot, expressed delight over the partnership, noting it’s the club’s first Fabric Care Partner.

Slot said: “We are delighted to be announcing Arsenal’s partnership with Unilever’s Dirt Is Good brands 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 Arsenal’s commercial strength and global appeal.”

The Vice-President of Marketing for Dirt Is Good, Tatiana Lindenberg, also shared the enthusiasm, highlighting the shared values around inclusivity and community.

Lindenberg added, “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.”