Growing popularity of football and European leagues and clubs in India has made German personal care brand Nivea to extend its partnership with Real Madrid to India.
One of the most popular football clubs in the world, Real Madrid is 33-time winner of La Liga. It is the most popular football club in India, with over 6.1million fans on Facebook. And with Zinedine Zidane as manager and players such as Cristiano Ronaldo and Gareth Bale, the club has even surpassed the Manchester United (Premier League) fan base in India.
Nivea is looking at cashing on the popularity of the club in the country to strengthen its position further in the men’s grooming category, where it has products including deodorants, face wash, skin cream, shower gel and hair care.
Neil George, managing director, Nivea India said “Bringing Nivea Men with Real Madrid together in India enables us to form a powerful, emotional bond with the young male consumers of emerging India. Through our multiple actions all-round the year, we would be constantly engaging with the community and help build it further. We would be leveraging this partnership to engage with the football fans all over India through multiple touch points TV, digital, on-ground and point of sale. Interestingly, Nivea Men and Real Madrid have been partners in Spain since 2013. The new deal has been signed for 2017-2022 period and covers 70 different countries. Indian sports viewership and fan base is splitting in many ways. While cricket remains the most followed sports, the youth, under 25 years, is shifting to football.”
FIFA hosted the Under-17 Football World Cup here which saw record levels of fan attendance. Indian Super League has added more teams and is attracting global talent, and for the first time, the Indian National Football Team has also entered the Top 100 FIFA rankings.