In February, legends Ian Wright and Gilberto Silva travelled to São Paulo with club partner Dirt Is Good (with OMO, Persil, Surf Excel, Breeze, Rinso, Ala and Skip) to reconnect with grassroots várzea football – a raw and resilient form of the game originating in Brazil.
The visit coincided with the release of Dirt Is Glory, a powerful new docuseries celebrating the grit and resilience of grassroots football co-created between OMO, Kondzilla & Arsenal.
The 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 last May.
Várzea culture is born from neighbourhoods where dusty pitches, families, food and music come together to create a unique community identity. During their two-day visit, Wright and Silva were welcomed into the São Paulo suburb of Guarulhos to be reunited with members of the winning OMO Varzenal Cup side, as well as the coaches and families whose stories anchor the docuseries.
The pair witnessed first-hand the deep connections between football and community and the many historical and cultural ties that connect Arsenal with Brazilian football and the São Paulo region.
They met with the presidents and coaches from both teams from last year’s final, watched a replay of the final between the teams, and experienced the vibrant várzea culture that has made it one of Brazilian football’s most defining and influential movements.
Varzenal Brazil trip
Speaking about the visit, Arsenal legend Gilberto Silva said: “Returning to a grassroots field is like returning to my roots. This is where I learned the values I carry with me to this day: respect, discipline and love for football. I can say with absolute certainty that the passion for football you find here is unlike anywhere else in the world.”
Former Arsenal striker and Dirt Is Good ambassador Ian Wright added: “Grassroots football in Brazil has incredible power. Seeing firsthand how people live the game with so much emotion and identity is something you don’t see just anywhere. It was an experience I’ll never forget.”
The trip reaffirmed the message at the heart of the docuseries: that glory isn’t clean, its earned and that grassroots football represents opportunity, pride and belonging across Brazil. Wherever the game begins and however the kits get stained, football is shaped by the places and conditions it’s played in.
The series, now live on KondZilla’s YouTube channel, captures the players’ journeys, from the dirt pitches of São Paulo to the tunnel of Emirates Stadium in North London, and back to their communities.
Throughout the five episodes, viewers witness the energy, culture, and emotion that shaped the Dirt Is Glory story of the OMO Varzenal Cup, from intense knockout rounds in Brazil to the moment the finalists learn they are travelling to London and the final that brought their community stories to the world.
Speaking about the partnership and the impact of Ian and Gilberto’s visit, Tati Lindenberg, Home Care Chief Marketing Officer of Dirt Is Good said: “Várzea is more than football. It’s identity, belonging, and the heartbeat of communities across Brazil. It embodies everything Dirt Is Good stands for, and being able to honour that spirit alongside Arsenal has been incredibly meaningful.
“This trip brought to life the essence of our partnership and seeing Ian and Gilberto reconnect with the Guarulhos community showed just how powerful football can be when it’s rooted in purpose. This partnership continues to show that when we embrace play without fear of getting dirty, we create impact far beyond the pitch.”
For more information about the campaign and to watch KondZilla’s documentary, visit www.varzenal.com.
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