Dirt Is Good named Official Laundry Detergent Partner of F1 ACADEMY with Zoe Florescu announced as Zandvoort Wild Card

F1 ACADEMY and Dirt Is Good have today announced a new multi-year partnership, with the world’s largest laundry brand becoming the first-ever Official Laundry Detergent Partner of the series.

Dirt Is Good, which includes key brands such as OMO, Persil and Skip, will debut at Round 2 of the 2026 F1 ACADEMY season at the FORMULA 1 LENOVO GRAND PRIX DU CANADA in Montreal, Canada. Showcasing performance, progression and resilience, this collaboration also includes a flagship activation at Round 4 during the FORMULA 1 HEINEKEN DUTCH GRAND PRIX at Zandvoort in the Netherlands.

The brand will also support the Zandvoort Wild Card entry, with 17-year-old Zoe Florescu driving the #15 car in a bespoke livery and race kit inspired by Wonder Wash Max. Florescu impressed during the inaugural F1 ACADEMY Rookie Test last year and currently competes in the Spanish F4 Championship.

The partnership will spotlight the new Wonder Wash – Unilever's most successful innovation of the decade: Wonder Wash Max. The product is designed for short cycles, low machine agitation and lower temperatures, Wonder Wash Max delivers maximum cleaning performance even in 15 minutes — a feature subtly referenced through Florescu’s #15 racing number. New research shows 85% of UK consumers wish they could wash and dry their clothes faster, reflecting the growing expectation to deliver more, in less time.

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 best teams and the right 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."

Tati Lindenberg, Chief Marketing Officer of Unilever Home Care, added: "F1 ACADEMY is a natural partner for Dirt Is Good. It reflects a world where magic and performance under pressure define success, while supporting a new generation of young women progressing at the highest level of the sport. With Wonder Wash Max, we've developed a product engineered for those same conditions: maximum cleaning performance even in 15 minutes. From the shortest cycle to the fastest lap, the same standard applies – performance that delivers when every second counts."

Zoe Florescu, Dirt Is Good Wild Card, said: "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 joins Dirt Is Good’s long-term collaboration with Usain Bolt and the award-winning, purpose-led partnership with Arsenal F.C, strengthening the brand’s commitment to inspiring young people helping to level the playing field for women in sport and driving real world impact on and off the pitch – and the track.