Arsenal confirmed a new global partnership with Unilever’s Good Is Dirt laundry brand, that will see them become the Gunners’ Fabric Care Partner over this period.
This is a first of kind deal that the club hopes will broaden its commercial horizons. The club is also confident that the deal shows positive signs of both partners’ global financial strength.
Good Is Dirt is not only a laundry products brand but importantly a way that Unilever connects with the broader community. Through its outreach wing, Good Is Dirt offers education and community programs that help get kids out and playing.
The slogan is a play on that getting active and dirty is good as it helps promote better development and mental health for young people.This is contrary to some assumptions that being dirty is a bad thing – but with Unilever’s cutting edge laundry products, even the hardest of dirt stains will be washed away.
This community nexus is one of core appeals of the deal as the Gunners have committed one of their stars Bukayo Saka to become Good Is Dirt’s global ambassador.
Speaking on the new partnership and his new role, Saka touched on his pathway to professional football.
“This partnership with Dirt is Good is close to my heart because I know 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,” he said via www.arsenal.com.
Arsenal Chief Commercial Officer Juliet Slot also spoke of the financial benefits that she believes this partnership will harbour.
“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,” she added via www.arsenal.com
“This is the first time Arsenal has had a Fabric Care Partner and is a further sign of our commercial strength and global appeal.”
Good Is Dirt Vice-President of Marketing, Tatiana Lindenberg, added to these sentiments – expressing her company’s vision and community goals.
“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, she stated via www.arsenal.com.
“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.”
This deal is a great sign of strength for football. As through exploring novel forms of partnership, Arsenal is paving the way in not only helping to add more stakeholders to the game but also show other clubs how they can pursue unique avenues for funding.
Forms of partnership such as these that help to pair good community messages with solid financial backing are a net positive for the game and are vital in helping it to grow and flourish.
