Brand Partners

FC Barcelona Partnership

Stanley Black & Decker has entered into a multi-year partnership as the Official and Exclusive Tools and Security partner of Football Club Barcelona. FC Barcelona is one of the most successful football clubs in the world, with 3 Club World Cup, 24 Spanish League, 5 Champions League, 28 Spanish Cup and 5 European Super Cup Championships to date. They have almost 300 million global fans (288M), more than any other team in the world, they play their home matches at Camp Nou (1957), which is the largest stadium in Europe with 99,534 seats, and they are the #1 sports team in Social Media with 281 million fans among all accounts.  This exciting partnership provides full global marketing rights and official associations for our tools and security brands, and our STANLEY, DeWALT and BLACK+DECKER branding is seen on the LED system at Camp Nou for all La Liga competitions, where matches are broadcast into almost 200 global territories each week.

Walt Disney World® Alliance 

Official Tool Provider of the Walt Disney World® Resort, with over 200 branded signs in 40 Disney properties. This long term alliance includes branding, business-to-business and special program elements. STANLEY is one of a select group of alliance partners. The alliance between Stanley Black & Decker and Walt Disney World® Resort includes STANLEY construction wall signage throughout Walt Disney World® Resort.

Joe Gibbs Motorsports Sponsorship

Joe Gibbs Racing (JGR) is one of the premier organizations in NASCAR with four NASCAR Sprint Cup Series teams, three NASCAR XFINITY Series teams and a driver development program. Its 2017 driver lineup will consist of Denny Hamlin, Kyle Busch, Matt Kenseth, and Daniel Suárez in the Monster Energy NASCAR Cup Series. Meanwhile Matt Tifft will run fulltime in the NASCAR XFINITY Series, joining Kyle Busch, Erik Jones, and Daniel Suárez who will all run partial schedules. In addition, Cody Coughlin and Riley Herbst are currently in JGR’s driver development program. Based in Huntersville, N.C., and owned by Joe Gibbs — a three-time Super Bowl winner as head coach of the Washington Redskins and a member of the Pro Football Hall of Fame — JGR has competed in NASCAR since 1992, winning four Cup Series championships, and four Nationwide Series owner’s championships along with more than 270 NASCAR races, including four Brickyard 400s and two Daytona 500s.

English Premier League

This global sponsorship boosts international awareness among fans of the world's biggest sport. Forty-five percent of all brand impressions seen by those in Asia or Latin America stem from English Premier League (EPL) events and broadcasts. STANLEY, DEWALT, Facom and Black & Decker branding are seen at nine EPL Clubs. EPL reaches 153 worldwide markets. That's 15 billion impressions per year, and $12 million in equivalent TV value. We added a three-year partnership with Liverpool Football Club (FC), the most storied franchise in the EPL, as the Official Tool and Security Partner. We also added a two-year Partnership as the Official Tool and Security partner of Fulham FC, one of the oldest clubs in football and located right in the heart of London.

Professional Bull Riding Partnership

We are the Official and Exclusive Tool and Security Partner of the PBR. Professional Bull Riding is one of the fastest growing sports properties in history and has over 48 million passionate fans that generally do not follow NASCAR or Major League Baseball. The sport has a strong regional focus, and is popular throughout Latin America, especially in Brazil. STANLEY and DEWALT branding is featured in both the Built Ford Tough Series in the United States, as well as the Monster Energy Series in Brazil. In addition to arena signage, we sponsored three professional bull riders in 2017, including 3-time World Champion and 2010 PBR Rookie of the Year Silvano Alves, 2016 PBR Rookie of the Year Jess Lockwood, and 3-time PBR World Finals Qualifier Matt Triplett.

NHRA Drag Racing

Stanley Black & Decker has partnered with Kalitta Motorsports and John Force Racing to drive brand exposure to over 22 Million National Hot Rod Association (NHRA) fans. There are 23 national events from coast to coast and the sport is broadcast on FOX and Fox1. The sport is all about speed and horsepower. NHRA Drag Racing is a professional technician sport and the fans get up close to the teams in between rounds to see MAC Tools and DEWALT in use.


The world's premier motorcycle racing series airs in over 200 countries and reaches millions of homes worldwide. Our partnership with MotoGP and Yamaha Tech 3 team - with branding on Tech3 bikes, riders, uniforms, within the garage and on thousands of pieces of merchandise - delivers great on- and off-track exposure as well as double digit brand impressions each year. Stanley Black & Decker tools are used exclusively to construct, maintain and transport the series at all 18 races around the globe.

EXTREME Partnership

Stanley Black & Decker is once again joining forces with action sports organization, EXTREME, in a collaboration that will see DEWALT, BLACK+DECKER and STANLEY sponsoring 23 talented athletes and high profile events throughout the season. In addition to Skateboarding, Freeride Mountain Biking (MTB) and BMX, the agreement includes two exciting new sports: Skiing and Snowboarding. Our tools will be employed to maintain essential equipment such as bikes and skateboards, as well as the construction of ramps, rails and tracks. STANLEY will sponsor the high profile Dew Tour Long Beach California, while DEWALT will be the official tool supplier at CrankWorx Mountain Bike Festival in Whistler, Canada. BLACK+DECKER has been named official Tool Supplier at FISE World Montpellier. We will also engage with millions of fans via EXTREME’s web site and its social media channels.