Arsenal Football Club has taken its global partnership with the Dirt Is Good brand (known as OMO in Brazil) to the next level, launching a community engagement initiative that bridges the gap between North London and the heart of Brazilian grassroots football.
The initiative saw club legends Ian Wright and Gilberto Silva travel to Brazil to immerse themselves in the local várzea culture—the vibrant, community-driven grassroots football scene. The visit served as a celebratory backdrop for the launch of a new docuseries, ‘Dirt Is Glory’.
‘Dirt Is Glory’: A Story of Community Produced by OMO, KondZilla, and Arsenal, the docuseries chronicles the journey of eight teams that competed in the OMO Varzenal Cup. The tournament, which reached its dramatic conclusion at the Emirates Stadium in May 2025, serves as the centerpiece of a campaign that highlights how sport fosters belonging and identity.
Legends Return to Their Roots For Gilberto Silva, the trip was a homecoming. Reflecting on the experience in Guarulhos, he noted, “Returning to a grassroots field is like returning to my roots. This is where I learned the values I carry with me to this day: respect, discipline, and love for football. The passion here is unlike anywhere else in the world.”
Ian Wright, long-time Dirt Is Good ambassador, echoed these sentiments: “Grassroots football in Brazil has incredible power. Seeing firsthand how people live the game with so much emotion and identity is something you don’t see just anywhere.”
A Partnership with Purpose The initiative emphasizes the shared philosophy between Arsenal and the Unilever-owned brand: that play is essential for development and community building. Tati Lindenberg, Chief Marketing Officer for Home Care at Unilever, remarked, “Várzea is more than football. It’s identity and the heartbeat of communities. This partnership continues to show that when we embrace play without fear of getting dirty, we create impact far beyond the pitch.”
By reconnecting with the local finalists of the OMO Varzenal Cup, the project has successfully highlighted how global football brands can meaningfully invest in the grassroots spirit that keeps the game alive at the local level.