NIVEA MEN AND REAL MADRID EXTEND GLOBAL PARTNERSHIP — SOUTH AFRICA JOINS THE CELEBRATION
NIVEA MEN South Africa has joined the global celebration following the announcement that NIVEA MEN and Real Madrid have extended their world-class partnership for another five seasons, running through to June 2030. The renewal cements one of football’s most recognisable collaborations, blending grooming excellence with the power and passion of the beautiful game.
For South African men, the partnership represents the perfect match — uniting the country’s deep football culture with NIVEA MEN’s mission to help men look and feel their best, on and off the pitch.
“Football holds a special place in South Africa. It’s where passion, pride, and community come together,” says Inez Valjee, Marketing Manager, Personal Care at Beiersdorf South Africa. “Through our continued partnership with Real Madrid, NIVEA MEN is connecting this love of the game to self-care, showing men that confidence starts with how you feel in your own skin.”
A PARTNERSHIP BUILT ON SHARED VALUES
Since its inception, the NIVEA MEN x Real Madrid partnership has showcased how preparation and purpose drive excellence — in sport and in life. Together, the brands have inspired millions across the globe, generating over 280 million digital impressions and more than 160 million video views through collaborative campaigns.
Teamwork, preparation and care sit at the core of both brands. In football, those values win trophies. In everyday life, they build confidence, connection, and personal growth.
A FOOTBALL NATION CONNECTED
In South Africa, where the game is interwoven with identity and community, the partnership strikes a special chord. Whether it’s the intensity of a Soweto Derby, Sunday league action, or kids practising drills on dusty township pitches, football continues to unite the nation.
NIVEA MEN South Africa has long embraced this connection, partnering with local voices and ambassadors who embody confidence, pride, and the power of teamwork — the same spirit reflected by Real Madrid’s global legacy.
LIMITED EDITION RANGE COMING TO SA IN 2025
As part of the renewed agreement, NIVEA MEN and Real Madrid will launch their first-ever Limited Edition skincare range in late 2025, rolling out across more than 40 countries, including South Africa.
The range will feature exclusive Real Madrid-inspired designs across selected products — including NIVEA MEN favourites, the classic NIVEA Creme, and Labello lip care — marking the first time NIVEA body care items will carry official club branding. The collection will also form part of Real Madrid players’ locker-room routines, reinforcing the message that care and performance go hand in hand.
NEW CAMPAIGN: MAKING THE INVISIBLE, VISIBLE
To mark the extension, the partners have launched a new global film titled “Making the Invisible, Visible.” The campaign highlights NIVEA MEN as an “invisible partner” — not always seen, but always felt — just like confidence itself. The story draws a parallel between skin as every man’s invisible uniform and the pride a player carries when he pulls on his team’s jersey.
A MESSAGE OF TOGETHERNESS
The partnership continues to champion unity, care and connection — values central to both NIVEA and the culture of football worldwide.
“At NIVEA MEN, ‘WE’ is always bigger than ‘I’ — a value we share with Real Madrid’s excellent team. We want fans to be part of this shared feeling as well,” says Tobias Collée, Vice President NIVEA.
In South Africa, this ethos aligns with NIVEA MEN’s ongoing community initiatives that celebrate men who lead with empathy, respect and pride — on the field, at home, and in society.