Liverpool FC and Nivea Men have extended their partnership for a further three years, including a continuation of their content series. 

As the 2022-23 season marks an eight-year association with the skincare brand, the enhanced deal will see Nivea Men remain the club’s official men’s grooming supplier until the end of the 2025-26 season.

Ben Latty, Commercial Director at Liverpool FC, said: “We’re extremely proud to extend our partnership with NIVEA MEN for a further three years. The renowned skincare brand has a purpose-led approach to its marketing, and we have shared core values, making this partnership the ideal fit for the LFC family.

“Since 2015 we have enjoyed great success in delivering impactful and meaningful campaigns and we look forward to developing and strengthening our relationship further over the coming years.”

Furthermore, having originally partnered with the Premier League club in 2015, the pair promise to produce content that resonates with the LFC fanbase, as well as across the wider sports audience.

Alongside product-led TV adverts, the collaboration will continue the content series, Dear Liverpool FC…, which aims to highlight the importance of caring for others by providing supporters the chance to nominate someone who they feel deserves to win a memorable experience.

“At Beiersdorf, we believe in building long-term partnerships around an aligned ethos and shared values,” added Andy Rawle, marketing director Northern Europe, NIVEA MEN. “Our commitment to extending the Nivea Men partnership with Liverpool FC demonstrates this.

“We’re proud to bring two of the most successful organisations in their fields together to create engaging and memorable content to help more men take care of their wellbeing and their skin.”

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