Why did Nivea's use of a football sponsorship help increase its sales for male products?

Especially in the United States, football is popular and viewed by a large male fan base. Utilizing ad space during a football game would be a means in which to attract many viewers at once. By promoting the product with football players, it is a good target market and it tends to give off the appearance that if these football players use the product I will be more like them. Nivea targeted the correct market for their product by airing commercials during football.