Persil Deepens Commitment to Women’s Sport Through Arsenal Partnership
Unilever’s laundry detergent brand, Persil, has expanded its sponsorship of Arsenal Football Club to include the Arsenal Women’s team, reinforcing its backing of gender representation in sport and further aligning with its long-running “Dirt Is Good” brand platform.
The partnership, which began in 2023 with the men’s side, now includes the women’s team and youth operations. This widened scope has introduced fresh creative and activation opportunities, including a new short film titled “For Every Stain.” The campaign showcases the resilience and dedication of women’s players and underscores the brand’s stance on equity both on and off the pitch.
Shot at Arsenal’s training ground and Emirates Stadium, the film features players such as Alessia Russo, Lotte Wubben-Moy and Stina Blackstenius, celebrating the visible markers of effort—mud, sweat, and grass stains—that are central to both sport and Persil’s branding narrative. The activation clearly builds on the detergent’s core messaging that every stain tells a story of effort, learning, and growth, echoing the sentiment behind Persil’s globally recognized “Dirt Is Good” narrative.
While the original campaign around the men’s team drove strong brand lift metrics through TV, press, out-of-home, and stadium perimeter activations, the brand sees untapped potential in the women’s game. The expansion presents a strategic move to capitalize on growing visibility and fan engagement in women’s football. In fact, Arsenal Women are currently one of the most followed women’s football clubs globally, a status amplified by the growing commercial and cultural relevance of the sport.
This year, Persil’s campaign will get widespread visibility, rolling out across YouTube, TikTok, Instagram, and select broadcast platforms. Media planning and buying is managed by Mindshare, while Edelman handles PR and influencer engagement.
Persil’s continued investment in women’s sport reinforces the value of purpose-led partnerships in FMCG brand strategy. The move not only boosts Persil’s brand equity in the UK market but also sets an example of how aligning with societal values—such as gender equity in sport—can deliver authenticity and engagement for heritage consumer brands in a competitive space.