Stanley Black & Decker has announced one of its largest global partnerships ever - an association with football giant FC Barcelona.
The deal will allow Stanley Black & Decker to showcase its world-famous tool and security brands during matches and give fans access to unique money-can't-buy experiences.
At the media launch at the Camp Nou stadium, the Stanley, DeWalt, Black & Decker and Facom brands were all named as official partners of the Spanish football club. The partnership will include LED advertising during the team's global match broadcasts to more than 200 countries each week, and exposure on Barca TV, the website and the club's social media platforms, where it has in excess of 320m fans and followers, more than any other team in the world.
The agreement also allows the brands to work on co-branded promotional items and campaigns with FC Barcelona, taking in everything from match tickets, signed merchandise and 'meet and greets' with players, to VIP travel experiences, personalised applications and mobile content.
Fans will have the opportunity to share a plane with the team as they fly to an away game, or the chance to learn skills from coaches at FC Barcelona's training facilities. There will also be a strong Stanley Black & Decker presence within all of the club's distribution channels.
Earle Smola, director of brand design & sponsorships at Stanley Black & Decker, commented: "To maximise the new partnership amongst Football Club Barcelona's wide-reaching fan base, as well as our own customers around the world, we'll be creating a series of highly-engaging marketing promotions through both traditional and online media.
"Coupled with exclusive in-store promotions and unique live events, this partnership will heighten global brand exposure to our key target audiences."