Real Madrid extend global deal with Nivea Men to 2025

September 12 – Real Madrid have added another three seasons to their sponsorship with Nivea Men, taking the partnership through to 2025.

Nivea first started working with Real Madrid in 2015 in selected territories, before becoming a global partner in 2017. The current season is the tenth that the two have partnered.

“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.”

Activation within the new agreement will focus on digital with a target of reaching  a younger demographic through more engaging content and the ‘care’ theme of Nivea’s campaigns – both personally and in a wider context.

“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.”

No value was given for the extended deal.

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