STANLEY® has announced a multi-channel brand marketing campaign in partnership with top-ranking football club FC Barcelona. Starting in April 2023, the campaign will feature the Spotify Camp Nou maintenance team, who trust STANLEY tools to ‘get the job done’ at Europe’s largest football stadium.
Themed around the close partnership between the two organisations, and aptly named Together, we are Beyond A Match, STANLEY’s latest campaign is designed to drive brand awareness and consideration, and is one of the highest profile marketing programs STANLEY has ever launched. With content planned across social media, digital, outdoor and in-store, the campaign will feature individual members of the maintenance team across a number of trades, who depend on STANLEY tools to ensure the stadium is maintained to the highest standards for the thousands of fans who visit for every game.
STANLEY has been the ‘Official Tools Partner’ of the club since the 2014/15 season, with activations in association with both the men’s and women’s teams, across digital, marketing and merchandising initiatives.
As one of the most successful clubs in football history, FC Barcelona is among the most widely supported teams globally with more than 440 million followers on its social media channels.
Jamie Fenton, director of brand marketing at Stanley Black & Decker, commented, “FC Barcelona is more than a club, and STANLEY is no ordinary tool company. This campaign reinforces our long-standing partnership with the club and the numerous tradespeople who, confident in their tools and talents, work behind the scenes to keep Europe’s biggest football stadium running smoothly. It’s an exciting opportunity to engage with our customers through their passion for sports, while showcasing the dependability of our tools in a real-world, awe-inspiring environment. We are pleased to continue the collaboration with this compelling new marketing initiative, which proves that we are truly Beyond A Match.”
Juli Guiu, Vice president of marketing at FC Barcelona added, “The Spotify Camp Nou maintenance team can always trust STANLEY to be at their side as Official Tools Partner, providing the equipment they can rely on to get the job done. FC Barcelona is thrilled to be part of this latest campaign, and we look forward to an ongoing, mutually beneficial relationship with the STANLEY team.”
About the partnership
STANLEY is the Official Tools Partner of FC Barcelona, with the current contract spanning 2022 to 2025. The exclusive arrangement includes hand tools, power tools, mechanics’ tools, storage, outdoor lawn and garden power equipment and industrial solutions. The sponsorship incorporates marketing and promotional rights and assets, TV-visible and in-stadium signage, tickets and hospitality, VIP experiences and digital marketing rights and assets.
Representing a significant marketing investment for the STANLEY brand, the new campaign will begin in April and will be activated throughout 2023.