Unilever brand Dirt Is Good has joined F1 Academy as its official laundry detergent partner.
Unilever is one of the world’s largest consumer goods conglomerates and counts Persil, OMO, Breeze and Skip among its brands.
The deal is a multi-year agreement with the all-female racing series that supports races on the Formula 1 calendar, and will begin at the Lenovo Canadian Grand Prix.
It will also support the Zandvoort wild card entry, with 17-year-old Zoe Florescu driving the #15 car in a bespoke livery and race suit inspired by Dirt Is Good brand Wonder Wash Max.
“The momentum behind F1 Academy has never been stronger, and the standard on track keeps rising,” said Susie Wolff, Managing Director of F1 Academy.
“This is a platform where drivers are learning to perform under pressure, supported by the best teams and the right partners around them.”
Dirt Is Good is a marketing campaign that encourages families to get outside, highlighting that children spend less time outdoors than prison inmates.
It also champions the outdoors as an important part of childhood development, and empowers young people to take action on social and environmental causes.
“F1 Academy is a natural partner for Dirt Is Good,” said Tati Lindenberg, CMO at Unilever Home Care.
“It reflects a world where magic and performance under pressure define success, while supporting a new generation of young women progressing at the highest level of the sport.”
The campaign has previously teamed up with the Arsenal Women Football Club to tackle the growing drop-out rate of young girls participating in outdoor sports and play.
Unilever joins Lego, American Express, Tag Heuer, Wella, and Standard Chartered in its growing official partners roster.
F1 Academy continues at the Canadian GP race weekend, with further upcoming races scheduled at Silverstone and Zandvoort.
It will conclude its season with headline races in the United States, joining F1 at the Circuit of the Americas and the Las Vegas Strip.
