Leicester City Announce Stanley Black & Decker Partnership

- Stanley Black & Decker becomes Official and Exclusive Hand Tools and Power Tools Partner of Leicester City
- Activation planned across portfolio of brands including STANLEY, BLACK+DECKER and DEWALT
- City CEO welcomes partnership with 'global brand'
Leicester City Football Club today announces its new partnership with Stanley Black & Decker.
Unveiled in Los Angeles during the Club’s pre-season tour, Stanley Black & Decker becomes the ‘Official and Exclusive Hand Tools and Power Tools Partner’ of the Premier League champions.
The strategic partnership between the two parties will see activation across Stanley Black & Decker’s portfolio of global brands; including STANLEY, BLACK+DECKER, and DEWALT, some of the world’s most-recognised and trusted tool brands, and will provide significant brand exposure for these brands through LED advertising during the team’s global match broadcasts to more than 200 territories each week, as well as on the website and the Club’s social media platforms.
Speaking at the launch event, Mike Simpson, VP Brand Marketing at Stanley Black & Decker, said: “Our partnership with Leicester City FC fits perfectly with our on-going commitment to global football as we increase our investments in this space. This partnership will provide new global opportunities for our brands and partners to engage in new ways with football fans around the world through targeted promotional campaigns, VIP experiences, custom behind-the-scenes experiences, and unique digital content.”
Earle Smola, Director of Brand Design & Sponsorships at Stanley Black & Decker, added: “There’s a tremendous amount of energy around the Club’s historic championship run, its dynamic world-class players like James Vardy, Shinji Okazaki, Wes Morgan, and Kasper Schmeichel, just to name a few, as well as the defence of its first English Premier league title this coming season, and we’re thrilled to be a part of the excitement as we announce this new partnership.”
Leicester City Chief Executive Susan Whelan said: “Establishing strong partnerships with global brands such as Stanley Black & Decker offers great potential for the Club’s international development and is a big part of our long-term commercial strategy.
“A forward-thinking, hard-working organisation, committed to excellence and built on a long, proud history, Stanley Black & Decker share many of Leicester City’s core values – not least that which they place in the loyalty of their clientele. “We’re excited to explore the opportunities our partnership will present.”