Real Madrid and Nivea Men Extend Global Sponsorship Agreement Until 2030

Madrid, October 2025 – Real Madrid CF has announced the extension of its long-standing global sponsorship with Nivea Men until 2030. The collaboration, which first began in 2013, will now continue for an additional five seasons, reinforcing one of the most consistent partnerships in international sports marketing.

A Global Collaboration Reaching Millions

As part of the renewed agreement, Nivea Men and Real Madrid will launch the first global limited-edition Real Madrid by Nivea Men product line, set to be introduced later this year in more than 40 countries. This marks a milestone activation in the partnership, expanding the reach of both brands across key international markets.

Expansion Beyond Nivea Men

For the first time, the deal will go beyond Nivea Men to include selected products from Nivea, Liposan, and Labello. This expansion highlights the strategic growth of the agreement, bringing a broader range of skincare products into the collaboration. Additionally, Nivea Men products will continue to be available in the Real Madrid dressing room, underlining the integration of the brand into the everyday lives of players.

Leadership Perspectives

• Grita Loebsack, President of Nivea: “Real Madrid embodies excellence and passion, values that reflect our ambition to be the world’s leading skincare company. Together, we will continue to inspire millions of men globally, integrating skincare into daily routines in a meaningful way.”
• Tobias Collée, Vice-President of Nivea: “With Real Madrid, we have a powerful platform that connects deeply with our audience, while reinforcing our values of trust, innovation, and care.”
• Emilio Butragueño, Director of Institutional Relations at Real Madrid: “We are proud to extend our partnership with Nivea Men for another five seasons. This agreement reflects a shared commitment to excellence, innovation, and global appeal.”

A Partnership Built on Longevity and Innovation

The Real Madrid–Nivea Men partnership has been active for more than a decade, consistently delivering marketing activations that combine sport and lifestyle. The extension until 2030 ensures continued collaboration between one of football’s most successful clubs and a leading global skincare brand, with a focus on brand engagement, international visibility, and consumer integration.

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