Dirt is Good Enters Motorsport with F1 Academy Partnership and Wild Card Support for Zoe Florescu

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

A New Commercial Frontier for F1 Academy

The brand will make its championship debut at the second round of the 2026 season at the Canadian Grand Prix, before taking on a more prominent role at the fourth round at the Dutch Grand Prix in August — where Dirt is Good will serve as the primary backer behind Wild Card entry Zoé Florescu.

Florescu's Zandvoort Opportunity

Florescu is not the only young talent making a Wild Card appearance on the 2026 F1 Academy calendar. Autumn Fisher is set to race under the Standard Chartered banner at the Canadian round, underlining the growing appetite from major brands to align with emerging talent in the series.

"F1 Academy is all about proving yourself in a very visible, high-pressure environment," said Florescu. "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."

As part of the partnership, Florescu will also appear 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.

Susie Wolff: "The Momentum Has Never Been Stronger"

Susie Wolff, managing director of F1 Academy, framed the partnership as emblematic of the series' rising profile both on and off track.

"The momentum behind F1 Academy has never been stronger, and the standard on track keeps rising," she said. "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."

Championing Women in Sport Beyond the Racetrack

The deal also carries a broader social dimension. Dirt is Good arrives in F1 Academy on the back of its award-winning campaign Every Stain Should Be Part of the Game, launched in early 2025 in partnership with Arsenal FC. The initiative directly challenged the stigma surrounding period stains in sport and featured prominent Arsenal Women players including Beth Mead, Leah Williamson, Katie McCabe, and Kim Little.

The campaign was underpinned by research from the Youth Sport Trust, which found that six out of 10 girls fear playing sport due to period leaks, while 79 per cent report that playing sport on their period affects their confidence.

By stepping into the F1 Academy paddock, Dirt is Good extends that commitment to a new arena — one where the pressure to perform is high, the visibility is global, and the message about women in sport is as relevant as ever.