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Beiersdorf's Nivea Men Looking to Make a Connection Through Real Madrid

Posted: February 25, 2013

Nivea Men, the male-oriented skin care brand from Beiersdorf, and soccer club Real Madrid C.F. entered into an extensive sponsorship agreement for the Spanish market. With it, the brand expands on its successful involvement with international soccer.

The products of the Nivea Men series will now support the Spanish soccer club, as Real Madrid players won’t only be playing a major role in elite soccer, but also in the communication activities of Nivea Men in the future. For the launch campaign, the team will be represented by Sergio Ramos and Álvaro Arbeloa, Marcelo and Gonzalo Higuaín. The collaboration will last for three years until the end of the 2015/16 season, and both brands share equal values such as spirit of self-improvement and effort, passion and team spirit.

“We are excited about the new partnership and the related projects. Real Madrid is a great match for Nivea Men because in our marketing strategy the passion for [soccer] plays a very important role. This helps us to emotionalize our products,” said Ralph Gusko, Beiersdorf executive board member for brands.

The agreement with Real Madrid also represents the start of a new era in Nivea Men skin care. From April on the brand will be repositioned, it will appear with a new design and the new slogan “It starts with you.”