Varzenal: Arsenal FC Reimagined in Brazil

Dirt Is Good and Arsenal F.C. present Varzenal: a powerful cultural collaboration spotlighting and celebrating the soul of sport at SXSW London.

Across Brazil’s grassroots várzea football leagues, local teams have chosen to wear the Arsenal name - not through official ties, but through deep connection, pride, and shared values. These community-led clubs have made the badge their own - through talent on the pitch, passion in identity, and pride in every match.

The #1 laundry brand in the world, Dirt Is Good (known as Persil in the UK and OMO in Brazil), has partnered with Arsenal F.C. and creator KondZilla to bring their story to life through Varzenal - a global collaboration honouring how dirt, resilience and belonging are woven into the very fabric of football culture.

This must-see panel brings together Ian Wright (Arsenal Legend), Tati Lindenberg (Dirt Is Good), and Tico Fernandes (KondZilla) to explore how fandom becomes identity, and how brands can collaborate with creators and communities in ways that are authentic, emotional, and enduring. Meanwhile, Dirt Is Good’s one-of-a-kind interactive experience at Truman Brewery -in collaboration with Boston Dynamics - will allow attendees to immerse themselves in várzea culture and take home their own playable, washable Varzenal shirt.