What's Happening?
Arsenal Football Club has extended its global partnership with Dirt Is Good, a Unilever brand known internationally as OMO, Persil, and other names. The partnership, first established in 2023, has led to campaigns promoting inclusion, resilience, and confidence among young people through football. Notable projects include 'It's Part of the Game,' which addressed period stigma in sport, earning recognition at Cannes Lions. The partnership also featured the OMO Varzenal Cup, celebrating Brazilian grassroots football. The renewed deal will continue to support Arsenal's men's and women's teams and community programs in north London.
Why It's Important?
The extension of Arsenal's partnership with Dirt Is Good is significant for promoting social change and inclusion through sport. By addressing stigmas and driving important conversations, the partnership has inspired young people globally to embrace who they are and participate in sports. The collaboration highlights the role of football in challenging societal norms and fostering resilience. This partnership not only benefits Arsenal's community programs but also enhances the club's reputation as a socially responsible organization.
What's Next?
The renewed partnership will see Dirt Is Good continue to work with Arsenal's teams and support community initiatives. A documentary featuring the OMO Varzenal Cup is set to premiere in 2026, further promoting the spirit of grassroots football. Arsenal and Dirt Is Good will continue to develop campaigns that inspire young people and challenge stigmas, reinforcing their commitment to social change through sport.
