NIVEA MEN and Real Madrid extend partnership with focus on fan engagement in India

THE WHAT? NIVEA MEN and Real Madrid have renewed their long-standing partnership, with an increased emphasis on fan engagement initiatives designed to connect supporters more closely with the football club, particularly in key growth markets such as India.

THE DETAILS As part of the extended collaboration, NIVEA MEN India is launching a series of consumer activations in partnership with leading e-commerce platforms. Consumers purchasing NIVEA MEN products above a specified spend threshold will have the opportunity to win trips to Spain to watch Real Madrid matches live, as well as official club merchandise. The campaign will roll out in phases between June and October 2027. The initiative comes as football continues to gain popularity in India, driven by a growing base of young, digitally engaged fans and strong support for clubs such as Real Madrid across both major metropolitan areas and emerging cities.

THE WHY? The partnership supports NIVEA MEN’s strategy of strengthening brand relevance among younger male consumers through passion-point marketing and experiential engagement. By leveraging Real Madrid’s global fanbase and growing popularity in India, the brand aims to deepen consumer connections while reinforcing its positioning around confidence, performance and modern masculinity.

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