F1 Academy has announced a new multi-year partnership with Dirt Is Good, ahead of the second round of the 2026 season in Canada.
The Unilever-owned laundry brand, which is known globally as Persil, Skip, and OMO, will become the official laundry detergent partner of the all-female racing series.
The new partnership will debut at the upcoming round in Montreal. Dirt Is Good will also support the wild card entry for the fourth round at Zandvoort, with Zoe Florescu confirmed for the seat.
"The momentum behind F1 Academy has never been stronger, and the standard on track keeps rising," F1 Academy managing director Susie Wolff 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."
Unilever Home Care chief marketing officer Tati Lindenberg 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.
🏎️🏁When the pressure’s on, performance matters most.
— F1 Academy (@f1academy) May 18, 2026
That’s why Dirt Is Good and F1 ACADEMY are teaming up in a multi-year partnership to champion the next generation of women in motorsport, while spotlighting Dirt is Good's latest innovation, Wonder Wash Max 🫧
From the… pic.twitter.com/t2Db3nQWF1
"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."
Florescu secured the wild card seat after completing the 2025 F1 Academy rookie test. She will get behind the wheel of the No. 15 car, which will be sporting a special Dirt Is Good livery, inspired by Wonder Wash Max.
"F1 Academy is all about proving yourself in a very visible, high-pressure environment," Florescu said. "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."
