Dirt Is Good | OMO: Dirt Is Glory

Bronze Award

Dirt Is Glory

Dirt Is Good | OMO

United Kingdom

2026

Entrant Company

frank

Entry Type

Product/Service

Launch Country

Brazil

Program

Clio Sports 2026

Medium Type

Professional

Medium

Branded Entertainment/Content

Category

Partnerships & Sponsorships

In Brazil, grassroots football is played on rough community pitches known as the várzea. Várzea culture is born from neighbourhoods where dusty pitches, families, food and music come together to create a unique community identity. It is here, far from polished academies and pristine pitches, that the foundations of football are built. Co-created by Dirt Is Good, Arsenal FC and Kondzilla, the Dirt Is Glory series follows eight local Brazilian teams united by their love of Arsenal, as they compete in the OMO Varzenal Cup, for the chance to bring their story to London at the final played at Emirates Stadium.

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