Mumbai, India – 16th June 2025: NIVEA MEN and Real Madrid – global icons in skincare and football – have extended their long-standing partnership, reinforcing a shared commitment to performance, precision, and excellence.
As the collaboration evolves, NIVEA MEN is placing greater focus on fan engagement – bringing supporters closer to the club through elevated, experience-led initiatives that go beyond the game.
India is emerging as a key market in this journey. With one of the fastest-growing football fan bases globally, driven by young, digitally engaged audiences, the sport is rapidly moving into the mainstream. Real Madrid enjoys a deeply loyal following across metros and emerging cities, reflected in everything from late-night match screenings to vibrant fan communities.
To further engage consumers around the partnership, NIVEA MEN India is collaborating with leading e-commerce platforms to launch exciting consumer activations. Shoppers purchasing NIVEA MEN products above a specified value will stand a chance to win a trip to Spain to watch Real Madrid live, along with exciting official Real Madrid merchandise. The campaign will be activated in phases with e commerce partners across June–October 2027.
Shweta Dalal, Marketing Director, NIVEA India, said, “Football in India today is so much more than a sport; it’s a shared passion that brings people together across cities, screens, and communities. From late–night match screenings to everyday conversations, the love for the game runs deep, especially
among young fans who are shaping this culture in exciting new ways. And while this passion is thriving in India, it’s also part of a global culture that unites millions across continents under the same anthem of the beautiful game . Clubs like Real Madrid hold a special place in their hearts, inspiring a sense of belonging and pride. At NIVEA MEN, we see this as an opportunity to connect with fans in a way that feels authentic and meaningful. Much like Real Madrid – whose very name ‘Real’ meansroyal in Spanish – NIVEA MEN stands tall as a trusted ruler in the world of grooming, creating experiences that bring fans closer to the teams they love while making everyday moments a little more special. As true Real Madrid fans say, ‘Hala Madrid’ — stay tuned and keep an eye on the NIVEA MEN Instagram handle for what’s coming next.”
Link: https://www.instagram.com/niveamenindia/?hl=en
Building on a legacy of connecting with millions of fans worldwide, the partnership continues to align with NIVEA MEN’s vision of empowering men to feel confident in theirskin. By combining global brand strength with locally relevant experiences, NIVEA MEN is further strengthening its position among modern Indian consumers while deepening its connection with the country’s evolving football culture.
About Beiersdorf AG
Beiersdorf has stood for innovative skin care and pioneering skin research for over 140 years. The company headquartered in Hamburg, Germany, employees more than 22,000 people worldwide. In the fiscal year 2024 Beiersdorf generated sales of €9.9 billion and an operating result (EBIT excluding special factors) of €1.4 billion. Leading international brands such as NIVEA (the world’s no. 1 skin care brand*), Eucerin, La Prairie, and Hansaplast are cherished by millions of people around the world every day. Renowned brandssuch as Aquaphor, Coppertone, and Chantecaille complement the extensive portfolio in the Consumer Business Segment. Through its wholly owned subsidiary tesa SE, Beiersdorf is a globally leading manufacturer of technical adhesive tapes and provides self-adhesive solutions to industry, craft businesses, and consumers. Guided by the purpose ‘Care Beyond Skin’, Beiersdorf pursues an ambitious sustainability agenda with the target to achieve Net Zero emissions by 2045 and aims to champion a more inclusive society.
