They choose the football to sponsorship for their brand “NIVEA FOR MEN” because they love this game and knew that in those days football was the center of the focusing point and In UK the most played game or the game whom loved by the people choose by the NIVEA brand. That’s why they knew by this way NIVEA FOR MEN can easily marketed.
By the above points we can easily understand the reason of sponsorship by football to increase the sale.