Beiersdorf agrees Real Madrid sponsorship deal for Nivea Men

Beiersdorf has been able to secure a high-profile sponsorship agreement that will see the internationally famous Real Madrid football club promoting its Nivea Men brand.

Sporting superstars such as Sergio Ramos, Marcelo and Gonzalo Higuain will be helping to promote the personal care range under a deal that will run until the end of the 2015/16 Spanish football season.

This is the latest in a series of football-related promotional partnerships for the Nivea Men brand, which is also advertised by the England national team, Italian giants AC Milan and German national coach Joachim Low.

Ralph Gusko, Beiersdorf's executive board member for brands, said: "Real Madrid is a great match for Nivea Men, because in our marketing strategy the passion for football plays a very important role. This helps us to emotionalise our products."

The news comes as part of a repositioning of the Nivea Men brand, which is to receive a new design and slogan from April 2013.

A new global "design language" for Nivea was unveiled by Beiersdorf last month that favours a reduced colour palette based on the iconic blue tin.