BrandArena: Nivea goes Global with Real Madrid partnership

Tuesday 28 November 2017

Nivea goes Global with Real Madrid partnership

Spanish LaLiga football club Real Madrid has renewed and expanded its partnership with personal care brand Nivea Men.

The new five-year agreement will run until the end of 2022. Nivea Men, a Beiersdorf brand, first partnered with Real in select countries in 2013, but this association has now been extended to a global partnership.

Throughout the new contract, Nivea Men will produce a wide range of marketing activities featuring Real players across point of sale, television, in-stadium and social platforms. With the digital power of both brands, Nivea Men’s parent company Beiersdorf said online activities will remain a major focus to address the target group.

“This agreement will be for more than 70 countries around the world. Four years ago we signed a sponsorship agreement in Spain, which was extended to more countries. During this time, Nivea Men and Real Madrid have played the perfect game”, says Stefan Heidenreich, chief executive of Beiersdorf.

Thomas Ingelfinger, executive board member in Europe for Beiersdorf, said: “Men around the world share a big passion for football. Positioning Nivea Men and its care products in this environment enables a powerful, emotional bond with the male target group.”

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