Beiersdorf Male grooming brand Nivea for Men has signed a multimillion pound four-year deal to become the first official grooming supplier to the England football team.

Nivea for Men's range of grooming and skincare will be aligned with the England football team until 2014 and will supply the team with grooming products for the changing room.

Nivea for Men products such as the high performance Q10 range will be used by the players. England fans will be able to buy Three Lions Crest Nivea for Men grooming gift packs.

To link with the players' routines and the work that goes on before a game, Nivea for Men has adopted the concept of "Preparation is everything" to communicate the benefits of looking after your skin with a care regime.

Ralph Gusko, managing director of Beiersdorf, said this association with the England football team aims to make male grooming more "accessible".

The deal comes ahead of the 2010 Fifa World Cup taking place between 11 June and 11 July 2010 in South Africa.

Peter Daire, head of sponsorship at the FA, said Nivea for Men is a quality brand with a football pedigree. He said the World Cup deal takes this to a new level and a direct association with a premium property like England is well suited to Nivea's ambitions.