Tools and security brand Stanley Black & Decker has expanded its partnership with top-flight Spanish soccer side FC Barcelona to become an official sponsor of club’s women’s team for the 2017/18 season.
The global partnership will see Stanley bring fans closer to the La Liga team’s women’s squad through exclusive behind-the-scenes content which will be shared across digital platforms and be promoted on the social media channels of both parties.
The global partnership strengthens Stanley’s association with Barca, who it first joined forces with ahead of the 2014/15 season. Since then, the company has promoted the collaboration by activating with the men’s team across digital, marketing and merchandising campaigns, and will now do the same with the women’s side.
The financial details of Stanley Black & Decker’s commitment to the women’s team have not been released.
“Stanley Black & Decker has been a valued and longstanding official partner of FCB since 2014,” said Xavier Asensi, Barcelona’s commercial director. “Expanding our partnership to the FCB Femeni team feels like the right next step for the club and Stanley, a brand that shares our core values of effort, ambition and respect, among others, to support a diverse world where everyone is empowered to reach their full potential.
“Together with Stanley, we’ll find thrilling new ways to activate the full partnership across a range of compelling initiatives that will leave a lasting mark around the world.”
“We’re extremely proud to announce this global partnership,” added Mike Simpson, Stanley Black & Decker’s chief marketing officer. “The FC Barcelona Femení team is breaking new ground and changing perceptions every day, promoting diversity and respect.
“We feel honoured to support such an inspiring team in their rising success. We will never stop trying and with our shared passion for performance and delighting the fans of our brands, this association with FC Barcelona Femení is a perfect alliance.”
The Barcelona women’s team are second in the Primera División, the top flight of women’s soccer in Spain. They can go top with a win over league leaders Atletico Madrid when the two teams meet on Sunday.