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SBD Global/February 25, 2013/Marketing and Sponsorship

Real Madrid Signs New Sponsorship Deal With German Skincare Brand Nivea

Real Madrid and German-based personal care company Beiersdorf AG have agreed to a new sponsorship deal "designed to promote" the La Liga club and the company's Nivea skincare brand, according to Iain Rogers of REUTERS. The new agreement will run until the end of the '15-16 seasons. A new Nivea advertising campaign featuring Real players Sergio Ramos, Marcelo, Gonzalo Higuain and Alvaro Arbeloa "was also unveiled" (REUTERS, 2/22). HORIZONT's Uwe Förster reported the new campaign "was created by global ad agency DraftFCB, while Barcelona-based media agency brand MPG was in charge of the media planning." The campaign "will not run in Germany." The new cooperation between Beiersdorf and Madrid "is a copy of the sponsorship deal that Nivea has with Serie A AC Milan" since '08 (HORIZONT, 2/22).
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