THE WHAT? Beiersdorf-owned Nivea Men and Spanish soccer club Real Madrid have renewed their global sponsorship agreement until 2025. Now in its 10th year, the partnership will continue for a further 3 seasons and covers more than 70 countries.
THE DETAILS The next phase of the partnership will see digital activities strengthened for consumers and fans. The goal is to create more appealing content for young people through a new platform based around the values of Nivea Men and Real Madrid. “Our players very much enjoyed the partnership with Nivea Men, since these products are part of their daily routine,” said Real Madrid’s Director of Institutional Relations, Emilio Butragueño. “We’re looking forward to strengthening our partnership even more over the coming seasons.”
THE WHY? Grita Loebsack, President of Nivea, commented, “It brings together two champions with a global reach. We will take an even more digital approach in the future, exploring new channels and learning from each other. We want to bring the skincare experience to all generations on and off the field at the same time.”