The F1 Academy is expanding its portfolio of partners. This Monday (18), the all-female category announced a multi-year contract with Dirt is Good, the largest laundry network in the world, with Unilever named as the official detergent of the championship.
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The partnership marks another step for Dirt is Good in sports – the platform includes brands such as Persil, OMO, and Skip.
The debut takes place at the Canadian GP stage, which happens this weekend and marks the second stop of the calendar. Afterwards, it returns for the Dutch GP in August, also supporting wildcard competitor Zoe Florescu.
Susie Wolff, general manager of the F1 Academy, stated that “the momentum behind the F1 Academy has never been stronger, and the level on the tracks continues to rise. This is a platform where drivers learn to perform well under pressure, with the support of teams and partners around them.”
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“Bringing Dirt Is Good into this environment is an exciting step, as we continue to create meaningful opportunities and visibility for the next generation of talent,” she added.
Besides racing with a racing kit and car featuring Dirt is Good, Zoe will also participate in an international campaign for Wonder Wash Max alongside global ambassador Usain Bolt.
Florescu added that “the F1 Academy is all about proving your worth in a high-visibility, high-pressure environment. Every session counts and you need to perform well when it matters most. I am proud to be part of this moment and grateful for the support of Dirt Is Good as I take this next step.”
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