Spanish soccer champions Real Madrid have extended and expanded their partnership with cosmetics brand Nivea Men for a further five years.
The new deal will see the Beiersdorf-owned company become a global sponsor of the La Liga side until the end of 2022, which Stefan Heidenreich, chief executive of the Beiersdorf group, says will cover “more than 70 countries around the world”. The financial terms of the renewal were not made public.
Nivea will continue to enjoy a strong brand presence through pitchside LED hoardings and step-and-repeat boards at the club’s Santiago Bernabéu Stadium, as well as on their various social media and digital platforms.
Real Madrid will, in addition, lend Nivea a selection of their star players’ images to appear in a new advertising campaign to promote the partnership.
Nivea Men signed its first contract with the 33-time La Liga winners at the end of 2012, with the deal initially restricted to Spain. Since then the agreement has expanded into a further 47 countries across the world.
Florentino Pérez, the Real Madrid president, described Nivea Men as “a historical brand” of “prestige and quality”, adding that the partnership had helped “extend the passion and love for Real Madrid”.
Real Madrid, who won the Uefa Champions League as well as the Spanish title in 2016/17, are currently fourth place in Spanish soccer’s top flight. Zinedine Zidane’s team, who are eight points behind La Liga leaders Barcelona, host third-tier Segunda División side Fuenlabrada this evening in the round of 32 of Spain’s domestic cup competition, the Copa del Rey.