Beiersdorf's Nivea Men extends global partnership with Real Madrid through 2025; brand will remain team's global partner in over 70 countries to reach target groups with its grooming and skin care expertise, focus next on digital activities for consumers

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HAMBURG , September 9, 2022 (press release) –

  • NIVEA MEN and Real Madrid extend their successful global partnership through 2025
  • The cooperation will intensify its focus on digital activities to reach younger consumers
  • Milestone reached: Partners celebrate 10th year of collaboration with engaging consumer experiences

Real Madrid excels at playing football on the highest level while NIVEA MEN shines as the expert for men’s skin and its care. The two are world champions in their specialties and beloved by their fans. Both can look back on a long history of continuously breaking new ground to be No. 1 in the world. The brands kicked off their global collaboration in 2017 after four years of successful partnership in selected countries. They share the same values and complement each other perfectly, which are excellent conditions for another contract extension: NIVEA MEN, Beiersdorf’s global No. 1 brand that recently celebrated its 100th anniversary, and Real Madrid, rated “Best Club of the 20th Century” by FIFA, will continue their partnership for another three seasons through 2025. During this time, NIVEA MEN will remain the global partner of “Los Blancos” in more than 70 countries.

“I am incredibly pleased that we are continuing our successful partnership with Real Madrid,” says Oswald Barckhahn, Member of the Executive Board at Beiersdorf, responsible for Europe, USA / Canada. “Globally, 55% of men are football enthusiasts and it is the most popular sport in many of our key markets. For NIVEA MEN, the partnership offers a unique opportunity to energetically and emotionally reach our target group with our grooming and skin care expertise.”

Teamwork with a focus on digital activities
The partnership is now entering the 10th year of the collaboration. In the last years, NIVEA MEN and Real Madrid initiated several engaging consumer experiences centered around global product launches. Together, they shared informative, entertaining stories and hosted a lively ongoing dialogue with fan communities on various social-media channels. During the COVID-19 pandemic, the two partners proved once again how solid their collaboration is through their joint effort that resulted in many digital activations with the overall objective to encourage fans to look after themselves and others. For example, they hosted a FIFA online game with some Real Madrid players to support the idea of bringing people together virtually. “Our players really enjoyed partnering with NIVEA MEN over the years since the products are also part of their daily routine,” says Emilio Butragueño, Director of Institutional Relations from Real Madrid. “We are very much looking forward to further strengthening our collaboration in the coming seasons.”

The next three years of the partnership will focus on digital activities for consumers and fans that draw on the values of NIVEA MEN and Real Madrid. The aim is to create more engaging content for younger consumers on a new platform guided by the shared values of “care” in all its facets. “This partnership unites two indisputable champions with global reach,” says Grita Loebsack, President NIVEA. “Moving forward, we will take an even more digital approach with the aim to explore new channels and learn from each other on a global scale. At the same time, we want to bring skin care expertise to all generations on and off the pitch.”

Industry Intelligence Editor's Note: This press release omits select charts and/or marketing language for editorial clarity. Click here to view the full report.

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