Exclusive: F1 Academy launch partnership with Unilever’s Dirt is Good
Unilever brand Dirt Is Good will today announce a partnership with the all-female racing series F1 Academy, Morning Wire can reveal.
The laundry group, which counts OMO, Persil, breeze and Skip within its brand portfolio, has signed a multi-year deal with the single-seater series which will begin this weekend in Canada.
F1 Academy is an all-female series whose calendar sees it compete at a number of Formula 1 race weekends around the globe. Its managing director is Susie Wolff, whose husband Toto co-owns the Mercedes Formula 1 team.
The Unilever subsidiary will join the likes of Lego, American Express and Sephora on the series’ sponsorship roster.
Wolff 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 best teams and the right partners around them.”
F1 Academy partner roster grows
F1 Academy was forced to add races to its calendar in both Montreal and Austin, Texas due to cancelled weekends stemming from the conflict in Iran. Formula 1 races in Bahrain and Saudi Arabia were cancelled as a result, with the all-female series initially on the programme in the Gulf.
Tati Lindenberg, CMO at Unilever Home Care, added: “F1 Academy is a natural partner for Dirt Is Good.”
The season began in China in March with Dutch driver Nina Gademan taking the win in the reverse grid format before Austrian Emma Felbermayr won the second race.
And the season continues at Circuit Gilles Villeneuve this weekend in Canada before race weekends at Great Britain’s Silverstone and the Netherlands’ Circuit Zandvoort.
F1 Academy will conclude with a brace of race weekends in the United States: at the Circuit of the Americas in Texas and then around the Las Vegas Strip in Nevada.