F1 ACADEMY announced a new multi-year partnership with Dirt Is Good, making the world’s largest laundry brand the series’ first Official Laundry Detergent Partner. The collaboration is set to begin at Round 2 of the 2026 season during the Canadian Grand Prix weekend in Montreal, before a flagship activation followed at Zandvoort later in the year. As part of the deal, Dirt Is Good also backs the Dutch round’s Wild Card entry, with 17-year-old Zoe Florescu set to race the #15 car in a bespoke Wonder Wash Max-inspired livery.
Wolff highlights F1 ACADEMY’s growing momentum
Susie Wolff, Managing Director of F1 ACADEMY, highlighted the continued growth behind the series, both in terms of its profile and the level of racing on track. She explained that F1 ACADEMY had become a platform where young drivers could develop in a competitive environment, learn to manage pressure and benefit from the support of leading teams and partners. Wolff added that welcoming Dirt Is Good marked another important step in strengthening that framework, as the series continued to create meaningful opportunities and greater visibility for the next generation of talent.
“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.”
Lindenberg links partnership between F1 ACADEMY and Dirt Is Good to performance under pressure
Tati Lindenberg, Chief Marketing Officer of Unilever Home Care, also pointed to the natural fit between Dirt Is Good and F1 ACADEMY. She linked the partnership to the shared focus on performance under pressure, with both the series and the brand centred around delivering when time and conditions matter most. Lindenberg also connected the demands of racing with Wonder Wash Max, which delivers strong cleaning results in short cycles, including in just 15 minutes. For the brand, the partnership reflected both speed and resilience, while supporting young women as they continued to progress at the highest level of motorsport.
“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.”
Florescu embraces high-pressure Wild Card opportunity
Florescu said the opportunity carried added meaning as she prepared to step into F1 ACADEMY as the Dirt Is Good Wild Card. She reflected on the pressure and visibility that came with the series, where every session offered a chance to prove herself. With the support of Dirt Is Good behind her, the 17-year-old viewed the Zandvoort entry as an important next step in her racing career.
“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.”
