NIVEA MEN and Real Madrid have extended their long-standing global partnership, reinforcing a shared focus on performance, precision and excellence while placing greater emphasis on fan engagement. As part of the next phase of the collaboration, NIVEA MEN is introducing experience-led initiatives designed to bring supporters closer to the club. India has emerged as a key market for the partnership, driven by a rapidly growing football audience and strong support for Real Madrid across both metropolitan and emerging cities.
To capitalise on this enthusiasm, NIVEA MEN India is partnering with leading e-commerce platforms to roll out a series of consumer activations. Shoppers purchasing NIVEA MEN products above a specified value will have the opportunity to win a trip to Spain to watch Real Madrid live, alongside official club merchandise. The campaign will be rolled out in phases with e-commerce partners between June and 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’ 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 partnership that has connected with football fans around the world, the collaboration continues to support NIVEA MEN’s ambition of helping men feel confident in their skin. By combining global brand equity with locally relevant experiences, the brand aims to deepen its connection with India’s evolving football culture while strengthening its appeal among modern consumers.
