Beach volleyball set for Nivea makeover
The skincare and beauty brand Nivea have announced their new title sponsorship of the AVP pro beach volleyball tour.
Financial details of the deal were not disclosed, however, as well as naming rights the multi-year partnership sees Nivea become the tour's exclusive skin care and personal care product in a partnership that includes promotional and marketing rights to all tour events.
Nicholas Maurer, vice president of marketing Beiersdorf, owner of the Nivea brand said , "Everything we do is about skin and body care and that's something that is visually present in the world of professional volleyball. Players actually take very good care of their health and their skin."
To accommodate the new change in sponsorship all AVP Nivea Tour events will change their logo colour's from black and yellow to the distinctive Nivea blue, creating a "sea of blue" at all tournament locations.
AVP commissioner, Mike Dodd said, "Signing Nivea ushers in a new era of growth and stability for the AVP. With its iconic character, its dedication to skin and body care worldwide, Nivea fits perfectly with the health and vitality of our players. I see no limits to our future together.
The newly named 2010 AVP Nivea Tour begins 16th April in Fort Lauderdale.