WILTON, Conn., Oct. 27, 2014 /PRNewswire/ -- NIVEA MEN, and the Fall Experimental Football League (FXFL), the new developmental football league, entered into a sponsorship agreement today. As Presenting Sponsor of the inaugural league, NIVEA MEN enters the professional football arena for the first time in the US.
NIVEA MEN's portfolio of grooming and personal care products will play an integrated role in this exciting new league, which is designed to give young players a realistic shot at breaking into the NFL. The FXFL only signs players who have been recently cut from NFL training camps, and provides an environment to continue developing their skills for another run at the NFL next year.
In addition to Presenting Sponsor designation, NIVEA MEN will have significant on-field presence with patches on jerseys, logos on helmets, and a logo on the 50-yard line. The brand will sponsor the halftime show and the MVP award. NIVEA MEN will also be featured heavily in broadcast media, and play an integrated role in the league's Reality Show. The 160 players in the league will also support the partnership through social media channels, appearances and promotional support.
"FXFL's goal to give players a clean start to their professional football careers is in lock step with NIVEA MEN's mission of giving guys a clean start every morning so they have the confidence to take on their day," says Carole Rissmann, Vice President of Marketing for Beiersdorf. "With NIVEA MEN's line of face care, body wash and body lotion products; these FXFL players will get a Clean Start as soon as they step out of bed so they are ready to hit the field.
"We're thrilled to partner with NIVEA MEN as the company fits perfectly with our goal to give players a clean start," said FXFL Commissioner Brian Woods. We're excited to work together to grow the FXFL into a thriving league that gives young men the chance to continue their playing careers and reach the highest levels."
Leverage Agency, a leading sports sponsorship and branded entertainment firm based in NYC, brokered and negotiated the deal on behalf of the FXFL.
About NIVEA MEN
NIVEA MEN is manufactured by Beiersdorf AG, a Hamburg Germany-based cosmetics company that has over 20,000 employees worldwide. Beiersdorf's NIVEA brand is the World's No. 1 Skin Care Brand*. Other names in its successful international brand portfolio include Eucerin, La Prairie, NIVEA Lip Care and Aquaphor. Beiersdorf has more than 125 years of skin care experience and is known for its innovative and high-quality products.
* "Source: Euromonitor International Limited; NIVEA by umbrella brand name in categories Body Care, Face Care and Hand Care; in retail value terms, 2013"
The FXFL is a professional football league, which serves as a developmental platform for players, coaches and referees. In 2014, the FXFL's initial membership will be comprised of four teams playing a six-week regular season schedule. The teams are based in Brooklyn, Boston, Omaha and a traveling team. Regular season games will be televised on ESPN 3 and regional platforms, and played on weeknights to avoid scheduling conflicts with the NFL and collegiate football. The Championship game will be played on Wednesday, Nov. 26, a night when there is no other professional football on TV.
Leverage Agency is a full service sports, entertainment, and media marketing company. Our accomplished staff brings deep expertise in creating 360-degree marketing partnerships through branded packaging, sponsorship sales & activation, content creation/distribution, public relations, social media, experiential marketing, and asset valuation/ROI analytics. Headquartered in New York City, with offices in Los Angeles, St Louis, Chicago and Miami, Leverage provides insight-driven strategies and develops customized programs for clients to engage their target consumers through impactful marketing campaigns. For more information, please visit: www.leverageagency.com or call 212-752-2500.
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SOURCE NIVEA MEN