Beiersdorf-owned Nivea Men and soccer team Real Madrid have signed a five-year contract to extend their collaboration globally. The campaign will be rolled out in 70 countries.

“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, Beiersdorf CEO.

Real Madrid boasts more than 500 million fans worldwide and is named by Forbes as the club with the highest brand value. An international study that accompanies the global partnership reveals that 71 percent of men have more trust in the quality or performance of brands when they know they are being used by professionals.

“Men around the world share a big passion for football,” said Thomas Ingelfinger, Executive Board Member Europe, Beiersdorf. “Positioning Nivea Men and its care products in this environment enables a powerful emotional bond with the male target group.”