Male grooming spotlight: Nivea Men and Real Madrid announce global partnership

By Lucy Whitehouse contact

- Last updated on GMT

Male grooming spotlight: Nivea Men and Real Madrid announce global partnership
In a move that confirms male grooming is now a segment seeing worldwide relevance, Nivea Men has teamed up with Real Madrid football club for a global partnership set to reach 70 countries.

Nivea Men and Real Madrid have been successful partners since 2013 in select countries. Now, they explain, Stefan F. Heidenreich, Beiersdorf Chairman of the Executive Board and Florentino Pérez Rodriguez, club president of Real Madrid C.F. have signed a five-year contract extending their partnership globally.

The Beiersdorf skin care brand says the move will see its products associated with a brand of masculinity communicated by the football industry.

“Modern football and men care make a great match, both standing for values like confidence, togetherness, passion and mastery. Therefore, we are excited to bring our cooperation with the world-famous football club Real Madrid to a global level,​” says Beiersdorf CEO Stefan F. Heidenreich.

Why partner?

Real Madrid has more than 500 million fans worldwide and is the club with the highest brand value (FORBES 2013-2016), explains Beiersdorf of the partnership between the club and its Nivea brand.

“Men around the world share a big passion for football,” ​says Thomas Ingelfinger, Executive Board Member Europe, Beiersdorf AG.

“Positioning Nivea Men and its care products in this environment enables a powerful, emotional bond with the male target group.”

Study confirms men want skin care

An international study released by Nivea to accompany the global partnership includes findings that offer insights into the present state of the male grooming category. It was conducted among 18-to-69-year-old men in 19 countries.

According to the survey, 71% of men confirmed that they have more trust in the quality and performance of products or brands when they know that they are being used by professionals, while 92% of men consider feeling good in their skin as relevant for their performance, be it in sports or at work.

Furthermore, 79 percent of men in the study confirm that sport professionals and their preparation routines are a valuable source of inspiration to enhance their own preparation and performance

“Thanks to the trusting collaboration with Real Madrid we are able to give football fans such moments of unique closeness,​” says Ingelfinger. “Through this we inspire men to prepare and become the best possible versions of themselves.”

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