Nivea backs England football sponsorship with ad campaign

LONDON - Nivea For Men is launching a new campaign to promote its sponsorship of the England football team, ahead of the start of the World Cup next month.

Nivea: promoting sponsorship of the England football team
Nivea: promoting sponsorship of the England football team

The Beiersdorf-owned brand's print and outdoor ads, by Draftfcb London, are based around the strapline ‘Preparation is everything'. They show the Nivea For Men product range in the foreground, with a group of England players getting changed in the background.

Andrew Rawle, Beiersdorf marketing manager, said: "This association with the team aims to make male grooming more accessible."

He added: "‘Preparation is everything' reinforces the relevance of the Nivea For Men brand with the audience."

Nivea for Men signed a four-year deal to become the first official grooming supplier to the England football team in March. The deal was negotiated by Octagon.

Nivea products, such as the high-performance Q10 range, will be used by the players. England fans will be able to buy Three Lions Crest Nivea for Men grooming gift packs.