2024-09-03 19:15:00
It’s not just Kylian Mbappe who has chosen Real Madrid over Paris Saint-Germain. In the field of sports sponsorship, Nivea Group has just made the same strategic choice, strengthening cooperation with the Spanish giants and European champions, but to the detriment of the French champions.
“2024 is a historic sporting year for France, marking the end of an eleven-year partnership between Nivea Men and Paris Saint-Germain, with whom we are delighted”commented Petr Mlatecek, Managing Director of Beiersdorf Group France and Benelux. “Our shared values allow us to develop some great projects on screens, in stores, in stadiums and among children at the Paris Saint-Germain Charity Foundation. »
In order to maintain its official presence on French soil, the Nivea brand has expanded its partnership with Real Madrid. The two brands have been working together since 2013, and the partnership now covers 70 countries.
Ends partnership with Paris Saint-Germain and expands partnership with Real Madrid
“This partnership brings together world champions in their respective fields, and the combination of the two gives our brand extraordinary impact.”Nivea President Grita Loebsack continued. “This is about using this visibility to take concrete action and continue to highlight the positive values that unite us. We plan to take a more digital approach and explore new channels so that our nursing expertise can support people on and off the field. All generations outside. »
Specifically, Nivea and Real Madrid aim to launch a common digital platform around the concept of “taking care” of oneself and others.
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