Arsenal, the top English Premier League soccer club, have partnered with international consumer products giant Unilever’s Dirt Is Good laundry brand.
The deal makes Dirt Is Good, known as Persil in the UK, or OMO, Surf Excel, Breeze, Rinso, Ala, or Skip elsewhere, an official partner of Arsenal’s men's and women's teams, and will involve collaboration on community initiatives together with the men's and women's first-team players, the Arsenal Foundation, and local community projects.
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Additionally, Arsenal player Bukayo Saka will become the official Dirt Is Good global ambassador, which entails the player sharing stories from his pathway into professional football.
Juliet Slot, Arsenal’s chief commercial officer, 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."
Tatiana Lindenberg, vice president of marketing for Dirt Is Good, added: "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.
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By GlobalData"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."
Last week Arsenal extended their long-running shirt sponsorship deal with Dubai-based airline Emirates until 2028.
In a busy week for the club on the commercial front, it also appointed premium experiences company Legends to manage sales and delivery for its non-matchday meeting and event business at Emirates Stadium.
Arsenal are seeking to capitalize on their return to the elite UEFA Champions League club competition this upcoming season, for the first time since 2016-17.
The Premier League outfit will begin their 2023-24 top-flight campaign on August 12 against Nottingham Forest.
Last week Arsenal also strengthened their commercial team with four new appointments, with Giulia Mazzia as head of commercial ventures, Jodie Sayer as head of brand and marketing, Stuart Milne as head of partner services, and Kylie Andrew as head of digital and insights.
