November 29 – Real Madrid have extended and expanded their sponsorship with German cosmetics company Nivea in a five-year deal that will take them through to 2022. Male grooming brand Nivea Men first became a became a domestic partner of Real Madrid in 2013.
Stefan Heidenreich, CEO of the Beiersdorf group that owns the Nivea brand, said: “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.”
Nivea Men has embraced a football marketing strategy that has seen them sponsor big clubs in big European markets. In England the brand sponsors Liverpool and uses the club’s players as the faces of its print, on-line and TV spot advertising campaigns.
No detail was given of how Nivea will activate the sponsorship with Real Madrid, nor was there any indication of price, though it is unlikely that the brand will get any exclusive access to Real Madrid’s premium (and preened) asset Cristiano Ronaldo due to image rights contracts being held by his management company. However, he could appear in group shots with other players.
Real Madrid president Florentino Pérez said at the launch of the new collaboration: “We work every day to continue being the greatest sporting reference in the world. Something that forces us to choose our companions very well. Nivea Men has become one of those great allies, who have helped us extend the passion and love for Real Madrid. Nivea Men is a historical brand, leader, of prestige and quality, with which we established a strategic agreement in 2013.
“The actions carried out during all this time have seen that alliance that began focusing on Spanish territory, today become a great international agreement and Nivea Men is one of our great global sponsors. An increasingly solid union that strengthens the image of our institutions around the world.”
Nivea Men joins the club in the same sponsorship category as Movistar, Microsoft, Audi, Hankook, Mahou, Exness, EA Sports and Hugo Boss.
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