Nivea Men named ‘Global Partner’ of AC Milan in renewed partnership

By Michelle Yeomans contact

- Last updated on GMT

Nivea Men named ‘Global Partner’ of AC Milan in renewed partnership

Related tags: Odor

Nivea Men will continue its partnership with AC Milan for another three years, a move that will increase the brand’s visibility as well as being named the football club’s official ‘Global Partner’.

The renewal follows a visit from the Beiersdorf Group board to the club’s headquarters a few months back where discussions were held on how to strengthen the partnership that’s been established since the 2008/2009 season.

At the renewal ceremony, AC Milan Vice President, Barbara Berlusconi presented the new Milan jersey personalised with ‘Nivea Men’ to Beiersdorf Italy CEO, Gaetano Colabucci.

Both parties say they are joined by the same values – ‘passion, sense of belonging and innovation’, which they say can be seen in similar initiatives and strategies such as developing the digital aspect.
Nivea Men has since gone on to replicate this model with other top level international clubs such as Real Madrid, PSG and Liverpool.

The spotlight is on Nivea Men of late…

Nivea has been in the headlines a lot of late, particularly around the launch of its new, body odour detecting app, NOSE.

The Beiersdorf-owned company teamed up with Vietnam-based advertising agency ‘Happiness FCB’ to create the technology, which involves a special phone case containing the hardware to detect consumers’ aromas, and let them know when it’s time to freshen up.

Nivea calls it “the world’s first electronic nose for smartphones” and says it will allow your mobile to smell and tell you if ‘it’s okay’, ‘it’s time’, or ‘it’s urgent’, referring to your level of personal pong.

The app and hardware has been launched initially in Belgium, with reports suggesting that the company intends to roll it out worldwide.

"Basically,” Nivea Men explained of the logic behind the app to adweek.com, “Men usually have no idea when they smell awful. The other part of the problem is that our nose is so used to our own body odour that we cannot smell our own sweat.”

Related topics: Brand Innovation, Hair Care, Skin Care

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