Monday 18 May 2026 8:00 am | Updated: Saturday 16 May 2026 2:50 pm Exclusive: F1 Academy launch partnership with Unilever’s Dirt is Good By: Matt Hardy Deputy Sports Editor - City AM Share Facebook Share on Facebook X Share on Twitter LinkedIn Share on LinkedIn WhatsApp Share on WhatsApp Email Share on Email Add as a preferred source on Google Unilever brand Dirt Is Good will today announce a partnership with F1 Academy Unilever brand Dirt Is Good will today announce a partnership with the all-female racing series F1 Academy, City AM 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. News Updates Stay ahead with our three daily briefings delivering all the key market moves, top business and political stories, and incisive analysis straight to your inbox. “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. Read more Drive to Survive renewed by Netflix as Formula 1 docuseries gets ninth season Share this article Facebook X LinkedIn WhatsApp Email Similarly tagged content: Sections Sport News Categories Sport Business Business Formula 1 Sport People & Organisations Dirt Is Good F1 Academy Formula 1 Persil Sport partnership Sport sponsorship Unilever Related Topics Formula 1 Trending Articles Badenoch bets on experience as Griffith and Tugendhat claim shadow cabinet top spots Sex Education star makes investment into women’s football vehicle MEX Exchange, Part of MultiBank Group, Announces Senior Leadership Appointments Liverpool’s £123m Bradley Barcola signing takes Premier League spending to £3bn Cloudflare Introduces Adaptive Intelligence; Reverses the Economics of Automated Cyber Attacks More from City AM Drive to Survive renewed by Netflix as Formula 1 docuseries gets ninth season Sport Business Five tracks that could host Formula 1 in coming years Sport Business Inside Formula 1’s £10,000 hospitality ticket on the back of a moving lorry Sport Business Lego builds record sales on World Cup and F1 fever Retail Williams turns to AI to squeeze more from F1 cost cap Tech Chelsea fans stunned as ticket sharing equated with sexual misconduct Sport Business South Africa sport minister on Olympics bid, Formula 1, Springboks and LIV Golf Sport Business Exclusive: Plans for city-based, private equity-backed athletics league revealed Sport Business Subscribe Subscribe to the City AM newsletter to have our top stories delivered directly to your inbox. Subscribe By signing up to our newsletters you agree to the Terms and Conditions and Privacy Policy .
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