The essential ally of craftsmen on construction sites, aims to increase its visibility and strengthen its reputation on the French market. This alliance highlights the common values between the brand and the historic club of the region, such as the requirement, performance and precision to achieve the best result.
STANLEY and OL unite to shine on the pitch
As Ligue 1 kicked off last August, the STANLEY brand and Olympique Lyonnais (OL), supported by SPORTFIVE, an international sports marketing agency, announced their official partnership for the 2024-2025 season. A football club recognized in France and internationally for its track record, consistency, and strong community of supporters, Olympique Lyonnais will allow STANLEY to increase its notoriety and visibility among a wide audience. A positive impact that will extend not only to the club's supporters, but also within a wider network of professionals and craftsmen.
OL is a club deeply rooted in its territory and which plays a key role in the influence of the Lyon metropolitan area and beyond. By partnering with the Gones, who play among the elite of French football and have won 7 French Ligue 1 championship titles, the flagship brand of the StanleyBlack&Decker group based in Lyon, is also strengthening its local roots. Thus, this commitment goes beyond a simple partnership, since it demonstrates the brand's very close proximity to its artisans, whose favorite sport is football.
A union of values to reach new heights
For over 180 years, STANLEY has stood out for its constant drive for innovation and improvement to meet the needs of craftsmen with ever greater quality, performance and efficiency. Choosing to partner with a leading football club like Olympique Lyonnais, which embodies these same core values, was an obvious choice for the brand.
The alliance between STANLEY and Olympique Lyonnais represents a strategic opportunity for the brand to increase its presence on the market while reaffirming its proximity to artisans, and actively supporting local initiatives.
For Olivier CATHELAND, Marketing Director France & Africa at StanleyBlack&Decker : " At STANLEY, we are very proud to announce this partnership with Olympique Lyonnais. It is a club with which we share strong values, in terms of youth training, in the culture of performance and team cohesion. Our brand has a strong history with football, we have been partners of FC BARCELONA, partners in the PREMIER LEAGUE, and are happy to have found our powerful partnership for the French market. OL was our favorite choice, both for its values and ambition and its local presence, we ourselves being based in the Lyon region. We can't wait to follow the club match after match on the pitch! »
For Cyrille GROLL, Director of Commercial Activities at Olympique Lyonnais: "We are pleased to welcome STANLEY, a recognized brand with a strong connection to Lyon, to our community of partners. Our values of high standards and our constant search for performance converge and together we will be able to build a close collaboration between our teams in order to pursue our respective objectives. This commitment demonstrates mutual trust in our company and club projects, through football, a formidable vector for development."
For Xavier ODDONE, General Manager SPORTFIVE France : " We are delighted to support STANLEY in his new adventure with Olympique Lyonnais. At SPORTFIVE, we attach importance to creating partnerships that make sense and bring people together, this new union, built around shared values such as excellence and performance, is a perfect example. We look forward to seeing this alliance expressed throughout the season. »
"Who doesn't jump is not STANLEY!" A partnership that celebrates commitment and the pleasure of winning together
This partnership demonstrates the shared ambition between STANLEY and Olympique Lyonnais to offer strong experiences to football fans in France. The visibility offered throughout the year by the Rhone club will allow the famous tool brand to share its values and first and foremost its sense of teamwork. The content of the partnership is in line with its strong ambitions to increase its notoriety:
- Obtaining the official label
- Visibility on all stadium screens and during match broadcasts
- Creating a marketing campaign with players
- Many match places to win
- Exclusive and immersive experiences at Groupama Stadium
- A digital presence on the brand's social networks and the OL website