LaLiga Santander: Nivea Men (hygiene products) and Real Madrid extend into a global partnership

Nivea Men (hygiene products), a brand of the German group Beiersdorf AG, and Real Madrid CF (LaLiga Santander) have extended their partnership, which began in 2013, for five additional years until 2022, and become a global partner in a deal that will span 70 countries, the two parties announced on 27/11/2017. The previous agreement had been focused on the Spanish territory. The upgrade to global partner places Nivea Men in the second level of the Madrid club's sponsorship hierarchy.

"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," said Beiersdorf in a press release.

"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…