NIVEA MEN has launched the first global limited edition with Real Madrid, available in more than 40 countries. For the first time, the collaboration also includes selected body care products, such as NIVEA Creme and lip care products from NIVEA, Labello, and Liposan, which players can use in the locker room. This initiative is part of the renewal of their global partnership, extended until June 2030.
The partnership, which began in 2017, was solidified with the signing of the agreement at the iconic Santiago Bernabéu stadium in Madrid during an official ceremony. The collaboration has generated a significant sporting and commercial impact: in the last three years, Real Madrid has achieved major milestones, including their 15th UEFA Champions League, while NIVEA MEN has seen its sales, brand affinity, and global perception grow. The brand’s content on the club’s digital channels exceeded 280 million impressions and 162 million video views, reinforcing the connection with fans around the world.
Social impact and global reach
Beyond digital visibility, the collaboration has produced tangible social effects. In the United States, NIVEA MEN supported Real Madrid Foundation camps for children in vulnerable situations, promoting inclusion through sports. In China, themed tournaments promoted physical activity and healthy habits, and fans from more than 20 countries were invited to Madrid to experience unique moments during matches. This spirit of cooperation and teamwork is also reflected in the social mission of NIVEA CONNECT, which seeks to reduce loneliness and strengthen meaningful relationships globally.
Social campaigns and storytelling
The partnership also includes a new social film, “Making the Invisible, Visible,” launched in February. The campaign highlights the skin as an “invisible uniform” and connects with fans by showing exclusive moments from the club, reinforcing the emotional relationship with fans and emphasizing the importance of skin care in daily life.
With the extension of the collaboration and the launch of the global limited edition, NIVEA MEN and Real Madrid consolidate their commitment to inspire millions of men around the world, combining sporting excellence and personal care in a unique global strategy.
