F1 Academy clean up with stigma-challenging new partner

F1 Academy has announced a multi-year partnership with Dirt is Good, the world's largest laundry brand, in a deal that names the Unilever platform as the official laundry detergent partner of the all-woman championship.

The partnership marks the next foray into motorsport for Dirt is Good, which encompasses global brands including Persil, OMO and Skip.

Dirt is Good will make its debut at the second round of the 2026 season at the Canadian Grand Prix, before the fourth round at the Dutch Grand Prix in August, where the brand will support Wild Card entry Zoe Florescu.

The 17-year-old Romanian-American driver impressed at the 2025 F1 Academy rookie test and will take to the wheel of the #15 car at Zandvoort, running a bespoke car livery and race kit inspired by Dirt is Good's new launch, Wonder Wash Max.

Florescu's racing number reflects the product's innovation, which claims to deliver maximum cleaning performance, even in 15 minutes.

Susie Wolff, managing director of F1 Academy, said: "The momentum behind F1 Academy has never been stronger, and the standard on track keeps rising.

"This is a platform where drivers are learning to perform under pressure, supported by the teams and partners around them. Bringing Dirt Is Good into that environment is an exciting step as we continue to create meaningful opportunities and visibility for the next generation of talent."

As part of the partnership, Florescu will also feature in an international brand campaign for Wonder Wash Max alongside global Dirt is Good ambassador Usain Bolt, the eight-time Olympic gold medallist and world record holder in the 100m and 200m.

Florescu added: "F1 Academy is all about proving yourself in a very visible, high-pressure environment. Every session counts, and you must perform when it matters most. I'm proud to be part of this moment and grateful for the support from Dirt Is Good as I take this next step."

The partnership builds on Dirt is Good's broader commitment to inspiring young women in sport, including its award-winning campaign Every Stain Should Be Part of the Game, which was launched in early 2025 in partnership with Arsenal FC.

The campaign, which challenged the stigma around period stains in sport, featured high-profile Arsenal Women players including Beth Mead, Leah Williamson, Katie McCabe and Kim Little.

Research underpinning the initiative from the Youth Sport Trust showed that six out of 10 girls fear playing sport due to period leaks, with 79 per cent saying playing sport on their period affects their confidence.