Citing an opportunity to link to an event with lots of exposed skin, Nivea has inked a multiyear title sponsorship deal with the AVP professional beach volleyball league.
Under the deal, Nivea will get advertising, on-site signage, sampling activations, retail activities, PR, contests and online. In particular, the tour, which starts April 17, will support Nivea's Happy Sensation Body Lotion and Touch of Happiness Body Wash.
Financial details of the deal, which was brokered by The Leverage Agency, were not disclosed.
"Everything we do is about skin and body care and that's something that is visually present in the world of professional [beach] volleyball," said Nicolas Maurer, vp-marketing for Beiersdorf Inc., owner of the Nivea brand. "Players actually take very good care of their health and their skin." The deal follows Nivea's official sponsorship of the New Year's Eve celebration in New York's Times Square, a program that it initiated for the 2008/09 event.
For its part, the AVP is changing its logo's colors from yellow and black to blue to accommodate its new title sponsor, said Jason Hodell, CEO of AVP. Crocs, the previous title sponsor of the tour, pulled out last August. According to Sports Business Journal, Crocs was paying around $6 million annually for that sponsorship. Previously, Nissan held the title rights.