Than a Partnership. Stanley Black & Decker Launches a New Global Relationship with FC Barcelona

Date: Friday 16 May 2014 More than a Partnership. Stanley Black & Decker Launches a New Global Relationship with FC Barcelona. Stanley Black & Decker today announced one of its largest global partnerships ever through an association with football giant FC Barcelona. Echoing FC Barcelona’s world-famous slogan ‘More than a Club,’ Stanley Black & Decker is promising football fans around the world ‘more than a partnership,’ by showcasing its world-class brands during matches and giving fans access to unique money-can’t-buy experiences. Whether it’s the opportunity to share a plane with the team as they fly to an away game, or the chance to learn skills from real-life coaches at FC Barcelona’s training facilities, these unique activities will be supported by a strong Stanley Black & Decker presence within all of the club’s distribution channels. The agreement will see activation through its power tool, hand tool and security brands, STANLEY, BLACK+DECKER, DEWALT and FACOM. Unveiled at a media launch at the iconic Camp Nou stadium, Stanley Black & Decker was named as an ‘Official FC Barcelona Global Partner,’ STANLEY, ‘Official and Exclusive Tools and Security Partner of FC Barcelona,’ DEWALT, ‘Official Power Tools Partner of FC Barcelona,’ BLACK+DECKER, ‘Official Partner of FC Barcelona’ and FACOM, ‘Official Professional Tools Partner of FC Barcelona’. The strategic partnership will offer significant brand exposure for some of the world’s most-recognized 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 320 million fans and followers, more than any other team in the world. Speaking at the media launch, Scott Bannell, VP Brand Management & Licensing at Stanley Black & Decker, said: “This partnership with FC Barcelona demonstrates 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 & greets’ with players, to VIP travel experiences, personalised applications and mobile content. ” Earle Smola, Director of Brand Design & Sponsorships at Stanley Black & Decker, added: “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. Beginning next month, the 2015 Global Striker Challenge promotion will launch in 19 countries, resulting in winners and guests coming to Barcelona from around the world in early 2015 to take part in the ultimate FC Barcelona experience.” More information on this year’s Striker Challenge, as well as content from the past two Striker Challenge events can be found at www.stanleytools.eu/striker-challenge News of the exclusive ‘money-can’t buy experiences’ available to fans in each region will be announced in separate press releases as the campaigns roll out. Carles Vilarrubí, Institutional and International Vice President of FC Barcelona, stated this is “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 like Stanley Black & Decker. 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. Barça fans and Stanley Black & Decker customers will be the main beneficiaries of this association.” CAA Sports, a division of Creative Artists Agency (CAA), the world’s leading entertainment and sports agency, brokered the deal with Stanley Black & Decker on behalf of its client FC Barcelona. To see photos and footage from the launch event, visit the Stanley Black & Decker partnership page at http://www.stanleyblackanddecker.com/FCBarcelona Notes to Editors For further information on this partnership, please contact Earle Smola Director, Corporate Brand Design and Sponsorships Stanley Black & Decker, Inc. [email protected] About Stanley Black & Decker Stanley Black & Decker is a global provider of hand tools, power tools and related accessories, engineered fastening systems, storage, as well as solutions for electronic security, mechanical access, healthcare, infrastructure and more. Since 1843, the company has delivered hardworking, innovative, powerful tools that help professionals, organisations and individuals around the world to build, repair and protect their valuable projects and creations. With its dedication to excellence in products, people and practices, the company is committed to sustainable business policies and initiatives that reduce its impact on the environment, and improve the lives of its customers and their communities. Headquartered in Connecticut, USA, Stanley Black & Decker employs approximately 52,000 people globally, and achieved total revenues of $11 billion in FY 2013. Stanley Black & Decker Brands Originally a bolt and door hardware manufacturing company located in New Britain, Connecticut, STANLEY was founded in 1843 by Frederick T. Stanley. A few years later, in 1857, Frederick’s cousin, Henry Stanley, founded The Stanley Rule & Level Company. In 1920, two companies merged, and over the years, STANLEY produced some of the most innovative and useful tools ever made. Among these tools are the Bailey® Plane, the Surform® shaper, the PowerLock® tape rule and the FatMax™ line of products. Today, more than ever, STANLEY continues to be an industry leader in innovation. For more than 80 years, DEWALT has earned a reputation for designing, engineering and building tough industrial machinery. In 1923, Raymond DEWALT invented the radial arm saw that for decades continued to set the standard for quality and durability. It was the start of a long-lasting reputation among professional craftsmen: tough, powerful, precise, rugged and reliable. These became the hallmarks of the DEWALT name. Today, these characteristics are incorporated through state-of-the-art engineering into every product of DEWALT’s broad range of high performance ‘portable’ electric power tools and accessories. The adoption of DEWALT products by professional tradesmen around the world has made it the number one selling brand of professional power tools, and the fastest growing professional power tool brand in the world. Since 1910, BLACK+DECKER has been setting the standard for innovation and design of power tools, accessories, outdoor yard care equipment, home cleaning products, automotive and lighting products, hardware and home improvement products. The inventor of the first portable electric drill with pistol grip and trigger switch, BLACK+DECKER has evolved from a small machine shop in Baltimore, Maryland to a global manufacturing and marketing powerhouse, with a broad line of quality products used in and around the home and for commercial applications. FACOM is the leading European brand in hand tools, working for over ninety years with automotive and industrial maintenance professionals. An expert in the hand-tool sector since 1918, FACOM is synonymous with quality. Thanks to its knowledge of the market and daily contact with professional users, FACOM has succeeded in developing tough, innovative and safe high-performance tools supplied with a full guarantee offering tool replacement and repairs. FACOM offers a full range of more than 8,000 products through its distribution network, which include the storage product range (trolleys, cabinets, benches, portable storage etc.), standard tools (wrenches, screwdrivers, pliers, hammers etc.) and specialist tools (Automotive, Electrical, Aerospace etc.) to meet the needs of all professionals. STANLEY Security is a provider of integrated access control and security solutions for institutional, commercial and industrial businesses and organizations. STANLEY Security delivers a comprehensive suite of security products, software and integrated systems with a strong emphasis on service. STANLEY Security is committed to extending its position as a leading comprehensive resource for a broad and extensive array of solutions that span the entire security spectrum. For further information on Stanley Black & Decker, please contact: Tim Perra Vice President, Communication Stanley Black & Decker, Inc. [email protected] 860.826.3260 http://www.stanleyblackanddecker.com/ .

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