Nivea Men & Real Madrid kick off global deal

MADRID: Nivea Men and Real Madrid, partners since 2013 in select countries, have signed a five-year contract extending the association between the male care product major and LaLiga giants to cover 70 markets. 

Throughout the five-year contract, Nivea Men will produce a wide range of marketing activities featuring Real Madrid players as protagonists across touchpoints like point of sales, TV, in-stadium and social platforms. With the digital power of both brands, online activities will remain a major focus to address the target group.

“Modern football and men care make a great match, both standing for values like confidence, togetherness, passion and mastery. Therefore, we are excited to bring our cooperation with the world-famous football club Real Madrid to a global level,” said Stefan F Heidenreich, chairman of the executive board of Nivea parent company Beiersdorf at the deal signing here Monday.

Real Madrid has more than 500 million fans worldwide and is the club with the highest brand value (FORBES 2013-2016). “Men around the world share a big passion for football,” says Thomas Ingelfinger, executive board member Europe, Beiersdorf AG. “Positioning Nivea Men and its care products in this environment enables a powerful, emotional bond with the male target group.” 

An international study* that accompanies the global partnership rollout underlines the relevance of bringing together Nivea Men with the Real Madrid team: 71 percent of men confirmed that they have more trust in the quality and performance of products or brands when they know that they are being used by professionals.

(*An online survey was conducted by Statista in November on behalf of Beiersdorf AG, representative with 250 men between 18 and 69 per country: Austria, Bolivia, Chile, China, Greece, Hungary, Indonesia, Korea, Malaysia, Mexico, Paraguay, Peru, Poland, Saudi Arabia, South Africa, Spain, Thailand, United Arab Emirates and Vietnam.)