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 increase from 68 million Euro to 117 Million Euro . In which the male facial product sector increase from 7.3 Million Euro to 49 Million Euro . These figures show that how effective the sponsorship of sports works in increase sales.