Beiersdorf, DE0005200000

Beiersdorf signs five-year Tour deal: EUR 95 target for Beiersdorf stock

Published on 10/26/2026 at 09:10 | Editorial responsibility: Rafael Müller, Editor-in-Chief AD HOC NEWS

First-half revenue fell 4.50 percent to EUR 4.95 billion. Beiersdorf stock costs EUR 83.86 on October 26, 2026, 0.31 percent below the Xetra close.

Brand partnership and earnings calendar

NIVEA SUN signed a five-year Tour de France partnership on October 21, 2026.
First-half 2026 revenue fell 4.50 percent to EUR 4.95 billion.
Beiersdorf stock trades at EUR 83.86 at 9:07 a.m. CEST at Lang & Schwarz on October 26, 2026, 0.31 percent below the Xetra close of October 23, 2026.
Bernstein retained its EUR 95.00 target on October 19, 2026.

Farbenfrohe Pop-Art-Comic-Illustration einer Frau bei der Anwendung von Gesichtscreme — Pop-Art-Comic-Szene einer Frau bei Gesichtspflege illustriert die Marke Beiersdorf AG, ISIN DE0005200000, Illustration mit AI erstellt.

Beiersdorf (ISIN DE0005200000) was trading at EUR 83.86 at Lang & Schwarz on October 26, 2026 at 9:07 a.m. CEST, down 0.31 percent versus the Xetra close of October 23, 2026 at EUR 84.12. The company announced a five-year NIVEA SUN partnership with the Tour de France on October 21, while Bernstein retained a EUR 95.00 target on October 19.

Why the Tour deal matters

NIVEA SUN will become the official sun protection brand of the Tour de France and the Tour de France Femmes avec Zwift. According to Beiersdorf, the agreement spans more than 20 European countries and includes product sampling, fan-park activations and retail promotions. Retail activity is scheduled to begin in March 2027.

The marketing move arrives as the wider NIVEA portfolio undergoes a reset. In the first half of 2026, revenue fell 4.50 percent year on year to EUR 4.95 billion, while earnings per share rose from EUR 2.47 to EUR 2.52, according to Simply Wall St.

What does the EUR 95 target imply?

Bernstein analyst Callum Elliott retained a Buy rating and a EUR 95.00 target on October 19, 2026, according to MarketScreener. That target stands 13.28 percent above the Lang & Schwarz price of EUR 83.86. The target is also above the EUR 81.20 average target reported for 21 analysts on the same page, showing a split between the bullish Bernstein view and the broader Hold consensus.

Three dated signals for investors

On October 6, 2026, Goldman Sachs cut its rating from Neutral to Sell and reduced its target from EUR 82.00 to EUR 73.00, citing slower growth and competitive pressure, as reported by finanzen.at. Bernstein retained its EUR 95.00 target on October 19, and Beiersdorf announced the five-year Tour partnership covering more than 20 European countries on October 21.

Dates ahead for Beiersdorf

Beiersdorf is scheduled to publish its January to September 2026 quarterly communication on October 27, 2026, according to its investor-relations calendar. The official NIVEA SUN retail activity is scheduled to begin in March 2027, ahead of the Tour de France events in July 2027.

Stock stays near its recent range

Beiersdorf has a market capitalization of EUR 18.3 billion as of October 23, 2026, while its 52-week range is EUR 67.08 to EUR 110.20. The upcoming quarterly communication will show whether the NIVEA reset and higher brand visibility are translating into operating progress.

Beiersdorf was trading at EUR 83.86 at Lang & Schwarz on October 26, 2026 at 9:07 a.m. CEST, minus 0.31 percent versus the Xetra close of October 23, 2026 at EUR 84.12. The further course of trading is shown by the continuously updated real-time quote of Beiersdorf stock.