Beiersdorf agrees global Nivea Men partnership with Real Madrid

Beiersdorf has announced an expansion of the global partnership between its Nivea Men personal care brand and Spanish football giants Real Madrid.

The organisations have been collaborating in selected territories since 2013, but will now be broadening the scope of the partnership to include more than 70 countries, with the aim of further enhancing the profile of the popular skincare range.

Players such as Sergio Ramos, Marcelo, Isco and Lucas Vazquez have recorded video content to explain how Nivea Men is used as part of the club's locker room preparation process, with associated marketing material to be distributed via point-of-sale, TV, in-stadium and social channels.

An international consumer survey has shown that 71 percent of men have more trust in the quality and performance of products or brands they know are used by professionals, thus underlining the value of this partnership.

Beiersdorf chief executive officer Stefan Heidenreich said: "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."

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