Liverpool Football Club (LFC) has announced a partnership extension with NIVEA MEN, which will run until the end of the 2025/26 Premier League season.

The deal will see NIVEA deliver content to Liverpool and the wider sports audience, including TV adverts and content series, Dear Liverpool FC, which highlights the importance and caring for others by providing fans with the chance to nominate someone who will have the chance to win a personalised experience.

Commenting on the partnership, LFC commercial director, Ben Latty, 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,” he said.

NIVEA MEN Norther Europe marketing director, Andy Rawle, added: “At Beiersdorf, we believe in building long-term partnerships around an aligned ethos and shared values.”

“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,” he said.

The announcement comes after LFC announced a partnership with Asia Radio Concepts to launch branded radio stations.

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