Stanley Black & Decker has signed partnership deals with Barclays Premier League clubs Liverpool and Fulham, after the American firm was announced as Liverpool’s official partner in the tools and security categories on a worldwide basis – with a similar deal confirmed with the Cottagers over the weekend.
It joins a growing number of American companies to have partnered with Liverpool since the club was taken over by Fenway Sports Group in October 2010.
Scott Bannell, vice-president of global corporate brand management for Stanley Black & Decker, told Sport Business: ‘We are a 168-year-old company, and we are excited to be partnering with a club such as Liverpool that was founded in 1892, and is the most successful and iconic football club in the EPL, and one of the most popular and well-known football clubs in the world. Its rich history and tradition of excellence makes Liverpool a perfect fit with our own brands.’
Bannell continued: ‘Liverpool's heritage as a football powerhouse, its passionate and global fan base with more than 200 fan clubs in more than 40 countries, and dedication to success, is all in perfect keeping with our strategic goals to support and increase global brand recognition and sales activities for our portfolio of world class brands.’
Liverpool managing director, Ian Ayre, added: ‘The Stanley and Black & Decker brands enjoy great heritage and tradition, much like Liverpool FC, and we look forward to working with Stanley Black and Decker on a global basis.’
‘Stanley is an excellent organisation and fits very well into our family of sponsors and we are proud to join them and help take their engagement with football fans to the next level. The deal comes at an exciting time for Liverpool FC as we continue to announce a number of new partners, which will strengthen our commercial business.’
