Stanley Black & Decker is betting that Barcelona football fans are in the market for tools. Having become FC Barcelona's official tools and security partner, the company is promising that (like FC Barcelona's famous slogan, "more than a club") it's "more than a partnership."
The strategic partnership deal was brokered by CAA Sports, a division of Creative Artists Agency (CAA), on FC Barcelona's behalf. It will include LED advertising during the team's global match broadcasts, plus exposure on Barca TV and the club's website as well as the club's social media platforms.
"This partnership with FC Barcelona demonstrates our continued investment and ongoing commitment to sports in general, and to the world of football in particular," said Scott Bannell, vp of brand management and licensing for Stanley Black & Decker, in a statement. "It provides the perfect stage to highlight Stanley Black & Decker's brand portfolio and engage with our customers by delivering exciting content and promotions across all global markets."
The partnership will include promotions like sharing a plane with the team to an away game or learning skills from coaches at FC Barcelona's training facilities. The company will also be creating a series of highly engaging marketing promotions through both traditional and online media as well as in-store promotions and unique live events. For example, next month the 2015 Global Striker Challenge promotion will launch in 19 countries. The winners from around the world will go to Barcelona in early 2015 and take part in the ultimate FC Barcelona experience.
Of the company's brands, Stanley was named the official and exclusive tools and security partner while DeWalt was named the official power tools partner. Black & Decker was named an official partner and Facom serves as the industrial tools partner.