What's Happening?
Arsenal Football Club has announced the extension of its global partnership with Dirt Is Good, a Unilever brand known for products like OMO and Persil. This collaboration, which began in 2023, has been instrumental in launching campaigns that use football as a platform to promote inclusion, resilience, and confidence among young people. Notable initiatives include the 'It’s Part of the Game' campaign, which addressed period stigma in sports and featured prominent players like Beth Mead and Leah Williamson. This campaign was recognized with nine Cannes Lions shortlists and a Bronze Lion for Print. Another significant project, the OMO Varzenal Cup, celebrated Brazilian grassroots football and will be featured in a documentary set to premiere in 2026.
Why It's Important?
The extension of this partnership underscores the role of sports in driving social change and challenging societal stigmas. By focusing on issues like period stigma, the collaboration between Arsenal and Dirt Is Good highlights the potential of sports to inspire young people and promote inclusivity. This partnership not only benefits the brand's visibility but also reinforces Arsenal's commitment to community engagement and social responsibility. The initiatives have the potential to influence public perceptions and encourage other sports organizations to adopt similar socially conscious campaigns.
What's Next?
The renewed partnership will continue to support both Arsenal's men's and women's teams, as well as the Arsenal in the Community programs in north London. Future projects are likely to build on the success of previous campaigns, further promoting messages of resilience and authenticity. The upcoming documentary on the OMO Varzenal Cup is expected to enhance the visibility of the partnership's impact and inspire further engagement from fans and the broader community.
