Mumbai: NIVEA MEN and Real Madrid, two globally recognised brands in skincare and football, have announced the extension of their long-standing partnership, reaffirming a shared commitment to performance, precision and excellence.
As the collaboration enters its next phase, NIVEA MEN is strengthening its focus on fan engagement by creating immersive, experience-led initiatives designed to bring football enthusiasts closer to the club beyond the matchday experience.
India is set to play a central role in this expanded partnership. With one of the fastest-growing football audiences globally, fuelled by digitally connected and younger consumers, football is increasingly becoming part of mainstream culture across the country. Real Madrid continues to enjoy a strong and loyal fan following across metropolitan and emerging markets alike, reflected in growing fan communities, match screenings and digital engagement.
To deepen consumer participation around the partnership, NIVEA MEN India will collaborate with leading e-commerce platforms to roll out a series of consumer activations. Customers purchasing NIVEA MEN products above a specified threshold will get an opportunity to win an all-expenses-paid trip to Spain to watch Real Madrid live, along with official club merchandise.
The campaign will be rolled out in phases across multiple e-commerce partners between June and October 2027.
Commenting on the partnership extension, 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’ means royal 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.”
Building on a global legacy of connecting with football audiences, the continued association aligns with NIVEA MEN’s broader vision of empowering men to feel confident in their skin while creating culturally relevant engagement opportunities.
By combining international brand equity with localised consumer experiences, NIVEA MEN aims to strengthen its relevance among India’s evolving male grooming audience while tapping deeper into the country’s rapidly expanding football culture.
