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Nivea Men extends partnership with Real Madrid in 70 countries, including India

The brand will leverage this partnership to engage with football fans all over India through TV, digital, on ground and point of sale

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Nivea Men, global market leader in male grooming products, and 12-time UEFA Champions League winner Real Madrid Football Club have announced their global association in over 70 countries. Nivea Men and Real Madrid began their successful partnership in Spain in 2013. Now they have taken it a step further by signing a five-year contract, extending this partnership globally.

For the Indian kickoff, Nivea Men is showcasing the importance of preparation, in grooming and in football, to enable men to unlock their full potential in their everyday lives. With this partnership, the Nivea Men wants to become more relevant to the young Indian male consumers. So, the brand would be leveraging this partnership to engage with the football fans all over India through multiple touch points – TV, digital, on ground and point of sale.

Neil George, Managing Director, Nivea India, said, “Bringing Nivea Men with Real Madrid together in India enables us to form a powerful emotional bond with football fans. There are more than 35mn digitally active football fans in India. We would be constantly engaging with this community and help build it further. And with our range of male grooming products, we want to enable all these football fans in India to be always groomed, always prepared and come together to follow their passion for football.”

India is seeing a football revolution, especially among the youth of the country. FIFA hosted the Under-17 Football World Cup here, which saw record levels of fan attendance. Indian Soccer League is attracting global talent to come and play in India. The Indian National Football Team recently entered the Top 100 FIFA rankings!

“With a country that has so much potential to grow when it comes to football, we at Nivea India want to prepare these budding fans as they follow their passion for the sport,” added George.

Nivea Men is using the global rollout of the partnership with Real Madrid to activate men to unlock their full potential by being prepared for the challenges in their everyday lives – because ‘preparation’ is proven to be one of the greatest sources for self-confidence. An international study that accompanies the global partnership rollout underlines the relevance of bringing together Nivea Men with the Real Madrid team.

The study was conducted among 18 to 69 years old men in 19 countries and reveals that 92 per cent of men consider feeling good in their skin as relevant for their performance, be it in sports or at work. Furthermore, 79 per cent 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.

Prompted by this insight, the Nivea Men campaign offers an exclusive behind-the-scenes look inside the Real Madrid locker room via a video, in which Sergio Ramos, Marcelo, Isco and Lucas Vazquez share personal insights with the viewers. Fans get to know the "men behind the players" – their rituals, their motivations and their preparation techniques.

Reiterating Nivea India’s commitment to the global campaign, George said, “Throughout the five-year global contract, Nivea Men will continue to innovate and produce a wide range of marketing activities featuring Real Madrid players across touchpoints like point of sales, TV and social platforms. With the digital power of both brands, online activities will remain a major focus of Nivea Men to communicate to the young male consumers of emerging India.”

The collaboration kicked off with the El Clásico match on December 23, 2017. “It is possibly the biggest and the most anticipated football match every year. The two top teams in Spain with the best footballing talents on display, is always a nail-biting clash. There is no better time to launch this partnership in India than this game,” added George.

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