Real Madrid has renewed and expanded its partnership with personal care brand Nivea Men, reports Sport Business.

The new five-year agreement will run until the end of 2022. Nivea Men, a Beiersdorf brand, first partnered with Real in select countries in 2013, but this association has now been extended to a global partnership.

Throughout the new contract, Nivea Men will produce a wide range of marketing activities featuring Real players across point of sale, television, in-stadium and social platforms.

With the digital power of both brands, Nivea Men's parent company Beiersdorf said online activities will remain a major focus to address the target group.