The BNZ Crusaders have announced a new partnership for 2017, with prominent skincare brand NIVEA Men on board to ensure the players remain fresh-faced throughout the Investec Super Rugby season.

NIVEA Men Brand Manager Guy Giovenco said the core values of both organisations ensure the partnership is a great fit: “We are thrilled to support the Crusaders as they embark on another Super Rugby season. We believe the values which have seen them become such a successful team align well with those of our parent company, Beiersdorf, and make the relationship a natural fit.”

Giovenco said the strong relationship between the Crusaders and Fiji also inspired an upcoming campaign focused on the Fiji market and featuring some of the Fijian Crusaders players.

“We distribute the NIVEA Men range to Fiji and we know that rugby is an important part of Fijian culture, so it made sense for us to partner with the Crusaders, as a side that have such strong ties with the Pacific Island nation.”

BNZ Crusaders CEO Hamish Riach said the partnership was a first for the Super Rugby side: “This will be the first time NIVEA Men has sponsored a Super Rugby team in New Zealand, and it is exciting to have such a prominent brand on board.

“Although skincare may seem far removed from the rugby field, NIVEA Men is a popular and well-respected brand, and we look forward to teaming up with them as our official grooming partner.”

The NIVEA Men campaign featuring the BNZ Crusaders is about to launch in New Zealand, and will launch in Fiji at the end of March.