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

          NIVEA MEN and Real Madrid announce global partnership covering 7Real Madrid+ 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 7Real Madrid 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 2Real Madriden3 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 5Real MadridReal Madrid million fans worldwide and is the club with the highest brand value (FORBES 2Real Madriden3-2Real Madriden6).
          "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: 7en 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 en8-to-69-year-old men in en9 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.