For Saffron Inkster, global master brand director at Dirt Is Good, successful sports partnerships are built on more than reach and visibility.
"The most important thing is shared values and a shared sense of mission of where we want to go and what we want to achieve," she says in a recent episode of The Partnership Game.
That philosophy has underpinned Dirt Is Good's partnership with Arsenal. While Arsenal's motto is "Always Forward", Dirt Is Good's brand purpose centres on helping people maximise their potential by getting stuck in.
"With Arsenal we immediately found an opportunity to lean into that and create meaningful work out of that," Saffron says.
