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Dirt Is Glory
Dirt Is Good | OMO
United Kingdom
2026
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Entrant Company
frank
Entry Type
Product/Service
Launch Country
Brazil
Program
Clio Sports 2026
Medium Type
Professional
Medium
Fan Engagement
Category
Design
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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