May 19- Highlighting football’s perceived ability to provide a marketing push to a vast array of brands in different fields, Barcelona has unveiled a partnership with the power tools group, Stanley Black & Decker.
Just a couple of months after announcing a landmark three-year agreement with watchmaker Maurice Lacroix, the Catalán club, so agonisingly pipped by Atlético Madrid for the Spanish league title at the weekend, has signed a partnership with the entity behind some of the best-known brands among DIY enthusiasts.
As the press release says, the agreement – to be activated through the Stanley, Black + Decker, DeWalt and Facom brands – will offer “significant brand exposure for some of the world’s most-recognised tool brands, and will include LED advertising during the team’s global match broadcasts to more than 200 countries each week, exposure on Barca TV, the website and the club’s social media platforms, where it has in excess of 320m fans and followers”.
Scott Bannell, Stanley Black & Decker’s vice president brand management & licensing, said the partnership demonstrated “our continued investment and ongoing commitment to sport in general and to the world of football in particular.
“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 agreement allows the Stanley, Black + Decker, DeWalt and Facom 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.”
Carles Vilarrubí, Barcelona’s institutional and international vice president, described the agreement as “an alliance between two prestigious entities.
“For FC Barcelona it is a pleasure to unite our name with that of a leading global brand in the tools and electronic security sector…
“This is a strategic alliance that goes much further than a traditional sponsorship deal, because it unites two internationally prestigious entities, both of which feature prominently in the everyday lives of so many homes around the world, who will seek to achieve common objectives and to create highly beneficial synergies.”
The deal was brokered on behalf of Barcelona by CAA Sports, a division of Creative Artists Agency (CAA), the entertainment and sports agency.