NIVEA FOR MEN organizes these kinds of events to become popular among the men; they promote their product with the help of these events. By using the links with sports, NIVEA FOR MEN able to build a positive male image associated with the male facial skin care products. It helps to increase the sales of NIVEA FOR MEN product. In this case study we can see the positive change in a very short period of time. It increases from 68 Million Euro to 117 Million Euro. In which the male facial product sector increases from 7.3 Million Euro to 49 Million Euro. These figures show that how effective the sponsorship of sports works in increasing sales.