NIVEA MEN and Real Madrid expand partnership to drive closer fan connections
This strategic focus on India reflects the country’s growing football fandom and positions NIVEA MEN to capitalize on expanding opportunities in the region while delivering unique rewards to Indian consumers.
INDIA – NIVEA MEN and Real Madrid have formally extended their long-standing global partnership through June 2030, reinforcing their shared commitment to performance, precision, and excellence.
This renewed five-year agreement strengthens one of the most established relationships between a consumer goods brand and a football club, building on a collaboration that originally began in 2013.
The partnership remains active in over 70 countries and marks a significant evolution beyond traditional sponsorship rights to include licensed products and direct consumer experiences.
NIVEA MEN is placing greater emphasis on fan engagement, bringing supporters closer to the club through elevated, experience-led initiatives that go beyond the game itself.
Since the partnership’s inception, generated content has produced more than 280 million impressions and 162 million video views on the club’s digital platforms, with the cooperation intensifying its focus on digital activities to reach younger consumers.
The renewed deal introduces several key enhancements, including the first-ever global co-branded limited-edition product range distributed across more than 40 countries, with the first global limited-edition Real Madrid by NIVEA MEN launching in late 2025.
Shweta Dalal, Marketing Director, NIVEA India, said, “Football in India today is so much more than a sport; it’s a shared passion that brings people together across cities, screens, and communities.”
“And while this passion is thriving in India, it’s also part of a global culture that unites millions across continents under the same anthem of the beautiful game.”
The collaboration now expands beyond just NIVEA MEN to include selected products from NIVEA, Labello, and Liposan, while Real Madrid players gain expanded access to NIVEA MEN products within club facilities and dressing rooms.
NIVEA MEN, Beiersdorf’s global No. 1 brand for men’s skin care that recently celebrated its 100th anniversary, and Real Madrid, rated “Best Club of the 20th Century” by FIFA, share the same values and complement each other perfectly, creating excellent conditions for the partnership’s continued success through 2030.
India has emerged as a key market within the partnership’s global activation strategy, with NIVEA MEN India planning to leverage the agreement through comprehensive fan-focused initiatives.
Shoppers who purchase NIVEA MEN products above a specified value will be eligible to win a trip to Spain to watch Real Madrid live, plus official Real Madrid merchandise, through e-commerce campaigns with leading platforms.
The campaign will roll out in phases with e-commerce partners across June–October 2027, offering exclusive fan experiences that allow supporters to travel to Spain and watch Real Madrid in action.
Sign up to receive our email newsletters with the latest news updates and insights from Africa and the World HERE.
