Power Brands, Brand Power
Leveraging World-Class Branded Franchises

We are a diversified global solutions company, driving growth with a powerful portfolio of brands. We continue to leverage our brands to increase their market impact.


New BLACK+DECKER and STANLEY Brands Gaining Traction

Our namesake brands continue their evolution, building on robust legacies of pioneering innovation.

STANLEY tools have been an integral part of the tradesperson’s toolkit and the home for more than 170 years. The new STANLEY brand is fast becoming a leading, multi-industry brand—encompassing tools, security, engineered fastening, healthcare, infrastructure and other essential solutions. To our customers, the STANLEY brand promises Performance in Action, enabling greater efficiency and better overall outcomes for our customers and end users.

BLACK+DECKER invented handheld power tools more than a hundred years ago and grew into a workbench staple. The refreshed BLACK+DECKER brand puts a bold new stamp of innovation and reliability on an extensive range of consumer power tools, outdoor power equipment and home products.

These are two of the most recognizable, admired, respected and valuable brands in the world.


Brand Leverage Driving Success

DEWALT hand tools leveraged STANLEY’s expertise to fill a gap in the professional tool market. Tradespeople and other DEWALT enthusiasts now have a full line of hand tools, engineered to increase productivity and withstand real world jobsite conditions, that deliver the same performance pros have come to expect from all of their other DEWALT products. Similarly, new STANLEY-branded power tools, leveraging expertise and designs from DEWALT and Porter Cable, are meeting mid-price point developed market needs.

Brand extensions are one of the great and lasting benefits of a merger that redefined the global tools business just a few years ago.

Strategic brand extensions are leveraging product expertise and innovations across Stanley Black & Decker.


FC Barcelona – More
than a Partnership

Our recent association with football giant FC Barcelona is one of our largest global brand partnerships ever. This multi-year partnership as the Official and Exclusive Tools and Security partner of Football Club Barcelona provides full global marketing rights and official associations for our tools and security brands. STANLEY, DEWALT, BLACK+DECKER and FACOM branding will be seen on the LED system at Camp Nou—the largest stadium in Europe, with nearly 100,000 seats—for all La Liga competitions, where matches are broadcast into 200 global territories each week.

FC Barcelona is one of the most successful football clubs in the world, with two Club World Cup, 21 Spanish League, four Champions League, 26 Spanish Cup and three European Super Cup Championships to date.

Brand Sponsorships

FC Barcelona joins an august group of brand partners, listed below, that are helping to raise and reinforce awareness of our flagship brands worldwide.

  • FC Barcelona
  • Disney–Official Tool Provider of the Walt Disney World Resort
  • English Premier League
  • Major League Baseball
  • Professional Bull Riding–Official and Exclusive Tool and Security Partner
  • NHRA Drag Racing
  • MotoGP–Yamaha Tech 3 Team
  • Joe Gibbs Racing

#1 sports team
in the world.

330 million fans.
62 million facebook fans.
22 million twitter