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Sponsorship deal with new FXFL is a brand first.
October 28, 2014
By: Christine Esposito
Editor-in-Chief
Nivea Men and the Fall Experimental Football League (FXFL—a new developmental football league—have entered into a sponsorship agreement in which the Beiersdorf brand will serve as presenting sponsor of the inaugural league. This is the first time Nivea Men is entering the pro football arena 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.
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