Male grooming company Nivea Men has agreed a deal to become the presenting sponsor of the new Fall Experimental Football League (FXFL) American football development competition.
Under the deal, the terms of which were not disclosed, Nivea Men will benefit from branding placement on players’ jerseys and helmets. The company's logo will also appear on the 50-yard line of the field of play.
Nivea Men will also sponsor the half-time show and most valuable player award.
In addition, Nivea Men will feature heavily in broadcast media and support the league’s officially Reality Show. All 160 players in the FXFL will also support the partnership via social media channels, appearance and promotional support.
The deal was brokered by the Leverage Agency.