NIVEA MEN Real Madrid kickoff deal on global scale Get ready to Celebrate

General Press Releases Wednesday December 6, 2017 11:24
Bangkok--6 Dec--Spark Communications
NIVEA MEN and Real Madrid announce global partnership covering 70+ countries.
Global study proves high relevance and correlation of preparation, sports, grooming and the self-confidence of men
NIVEA MEN launches exclusive video with preparation insights from the locker room with Real Madrid players Sergio Ramos, Marcelo, Isco and Lucas Vazquez

Two champions build one global team: NIVEA MEN, global market leader in men care, and world-famous football club Real Madrid C.F., are rolling out their partnership in 70 countries. For the kickoff of their global collaboration, NIVEA MEN showcases the importance of preparation, thus activating men worldwide to unlock their full potential in their everyday lives.

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

"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. Real Madrid has more than 500 million fans worldwide and is the club with the highest brand value (FORBES 2013-2016).

"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." An international study that accompanies the global partnership rollout underlines the relevance of bringing together NIVEA MEN with the Real Madrid team: 71 percent 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.

Global study: preparation boosts self-confidence of men

"Besides our values, the importance of thorough preparation strongly binds NIVEA MEN and football together. Being prepared makes men feel better in their skin and more self-confident," continues Ingelfinger. "Even superior talent is nothing without confidence: believing in yourself, your skills and in your team is what has the power to rule the game."

NIVEA MEN is using the global rollout of the partnership with Real Madrid to activate men to unlock their full potential by preparing themselves for the challenges in their everyday lives – because preparation proves to be one of the greatest sources for self-confidence. The study was conducted among 18-to-69-year-old men in 19 countries and reveals: 92 percent of men consider feeling good in their skin as relevant for their performance, be it in sports or at work.

Preparation insights from the locker room: video of Real Madrid players

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. NIVEA MEN therefore offers an exceptional look behind the scenes of Real Madrid. "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."

Throughout the five-year contract, NIVEA MEN will continue to innovate and produce a wide range of marketing activities featuring Real Madrid players as protagonists across touchpoints like point of sales, TV, in-stadium and social platforms. With the digital power of both brands, online activities will remain a major focus to address the target group.


Latest Press Release

SILMO Bangkok 2018 presents new chapter in ASEANs optical and eyewear industry

SILMO Bangkok 2018 kicks off today with the aim to promote Thailand as the regional stage for manufacturers, dealers and distributors to showcase their latest eyewear collections, lenses, equipment and business services to optical professionals in the...

Critical time to welcome refugees, says UN rights expert

The world must act now to help those forced to leave their homes by overwhelming circumstancessays a UN rights expert. In a statement to mark World Refugee Day, the UN Special Rapporteur on minority issues, Fernand de Varennes, is urging people to...

5 Health Benefits of Olive Oil for Children

Olive oil is an ingredient internationally known for its benefits for our body, but did you know it can be a 'parent's best friend' because of the countless of benefits it can give children. Thailand's number one olive oil, Bertolli(R), is proud to...

Chinese Scientists Spot Selfish Genetic Element in Plants

After being found in mice and nematodes, selfish genetic element is once again discovered in rice by Chinese scientists. This is the first time that selfish genetic element is found in plants, challenging the renowned Mendel's Law of segregation. The...

Evolution Back to the ORIGINS with Casio G-SHOCK 5000 Series The iconic square-shaped chronicle that captures the heritage of the very first G-SHOCK

Central Marketing Group Co Ltd, the official distributor of Casio G-SHOCK Thailand, unveils the new Full Metal 5000 Series collection: a brand new, specially crafted all-metal timepiece to commemorate 35 years of G-SHOCK. Inspired by the original 1983...

Related Topics