F1 ACADEMY partners with Dirt Is Good as Zoe Florescu announced as Zandvoort Wild Card

F1 ACADEMY have announced a new multi-year partnership with Dirt Is Good, with the world’s largest laundry brand — which includes brands such as OMO, Persil and Skip — becoming the first-ever Official Laundry Detergent Partner of the all-female series.

Showcasing performance, progression and resilience, the partnership will debut this weekend during Round 2 in Montreal, alongside a flagship activation during Round 4 of the 2026 season in Zandvoort.

In addition, Zoe Florescu will join the grid as the Wild Card entry for the fourth round, supported by Dirt Is Good. The 17-year-old participated in last year’s inaugural F1 ACADEMY Rookie Test and currently competes in Spanish F4. She will be racing in the #15 car, featuring a bespoke livery and race kit inspired by Wonder Wash Max.

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.

Speaking on the announcement, Florescu 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."

Susie Wolff, Managing Director of F1 ACADEMY, added: "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, continued: "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."