Stanley Black & Decker has launched a new campaign leveraging its rights as the new principle shirt partner of the Barcelona women’s team – FC Barcelona Femení.
The partnership and new shirt was unveiled at an event held at the Beverly Wilshire Hotel in Los Angeles the day prior to the women’s team playing its first preseason match against SoCal at Drake Stadium on 28 July (followed by a men’s team match against Tottenham Hotspur at the Rose Bowl).
The press conference, which was attended by executives from FC Barcelona and Stanley Black & Decker, as well as members of the FC Barcelona Femeni team, was followed up by a global promotional video.
The spot ran across the sponsor’s digital and social channels with the hashtags #TeamSTANLEY#barçastanley: including on YouTube,
Facebook and Twitter
We’re incredibly proud to announce a collaboration with @FCBFemeni today. In the 2018-19 season, #STANLEY will become the pioneering soccer team’s first main jersey partner, strengthening our partnership with FC Barcelona. Learn more: https://t.co/YNFmsa3rcD pic.twitter.com/g5rQxbroM4
— StanleyBlack&Decker (@StanleyBlkDeckr) July 27, 2018
and was supported by additional content
We’re excited to see the @FCBFemeni team in action in the new #STANLEY kit, we are proud to be the squad’s first main jersey partner. Find out more https://t.co/YNFms9LQl5 #TeamSTANLEY #barçastanley https://t.co/YRev4UUP4g
— StanleyBlack&Decker (@StanleyBlkDeckr) July 29, 2018
and by the club too.
Stanley, the world’s largest tools and storage company and leader in engineered fastening and security, initially became an official global partner of FC Barcelona men’s team back in the 2014/15 season: activating that partnership across 60+ countries with digital, marketing and merchandising rights, and access to once-in-a-lifetime Barca experiences.
Then last year it also partnered with FC Barcelona Femení for the 2017-18 season.
But the new 2018-19 season alliance sees it become the team’s shirt sponsor with the objective of reflect, supporting and acting as an embodiment of Stanley’s umbrella mission statement – ‘Performance in Action’.
As the team’s new main partner, Stanley will not just appear on the players’ jerseys, but the expanded partnership also provides the brand with increased access to the women’s team via meet and greet opportunities, plus in-game hospitality and a series of digital branded content.
The aim behind all these strands of rights is allowing fans to get closer than ever to FC Barcelona Femení.
According the Stanley, the tie-up reflects the brand and club’s ‘shared passion for performance and innovation’ and the company will continue to use the alliance to reinforce its growing commitment to football and as a platform to communicate with diverse audiences.
“Stanley is a company that shares our commitment to supporting women and women’s sports around the world. The expansion of its pledge to our Women’s team is historic because it’s the first time that it has had its own exclusive sponsor, and I am sure this will benefit women’s sports worldwide,” commented FC Barcelona President Josep Maria Bartomeu.
“Together, we are making positive changes that will help to break down the barriers surrounding women’s sports. There is still a long way to go and Stanley is the right partner to join us on that journey.”
“We are thrilled to be the first-ever shirt sponsor for the FC Barcelona Women’s team and expand our relationship with one of the most well-respected and followed sports organizations in the world,” said Stanley Black & Decker President and CEO Jim Loree.
“This is an historic and unique opportunity that aligns with our efforts to build a more inclusive and diverse organization and empower women worldwide.”
Comment:
This first-of-its-kind women’s team jersey sponsorship for Barca continues the rise and rise of the growth, value, support and commercial backing for women’s sports.
By launching the new tie-up in the USA and across social media makes sense considering a recent study in Adweek showing that women account for 30% of all sports-focused social engagement in the USA (and football/soccer is in the top three sports they engage with on these platforms).
It was back in March that Stanley launched its first creative leveraging its new Barca Women’s team tie-up in the form of a video released on 8 March to celebrate International Women’s Day with the tagline ‘Only As Equals We Are More’ (reworking the famous Barca mission statement ‘More Than A Club’.
Women’s sport and women’s sports sponsorship continues to accelerate ahead.
Other examples of ‘firsts’ in the space in recent week’s include Everton Fc becoming the first Premier League club to launch a new shirt reveal campaign fronted by its women’s team (see case study).
Links:
Stanley Black & Decker
http://www.stanleyblackanddecker.com/
https://www.youtube.com/user/StanleyBlackDecker
https://www.facebook.com/stanleyblackanddecker/
https://twitter.com/StanleyBlkDeckr
https://www.linkedin.com/company/stanley-black-decker-inc?trk=nav_account_sub_nav_company_admin
FCB Femeni
https://www.facebook.com/FCBfemeni
https://www.instagram.com/fcbfemeni/?hl=en
