[Wednesday May 27, 2026] Ahead of a thrilling summer of football, STANLEY® has today unveiled a new pan-European marketing platform – Built to Support – unifying the global tool brand’s partnerships with FC Barcelona, Tottenham Hotspur, Olympique Lyonnais (Lyon), and PSV Eindhoven.
Built to Support is designed to celebrate the identity of tradespeople as skilled professionals on the job and dedicated supporters in the stands and their local communities, underpinning STANLEY®’s position as Official Tools Partner with the four community-centric clubs.
The brand platform launches today with a series of club-specific images featuring STANLEY® customers who actively support football in their local communities alongside on-pitch heroes from the partner clubs they personally follow.
Using football as a powerful connection to STANLEY®’s core audiences, Built to Support will be activated across key European markets* through a mix of stadium experiences, matchday activations, retail promotions, and unique money-can’t-buy experiences for both fans and customers, during the 2026/27 football season and beyond.
As part of the launch, STANLEY® has unveiled a future commitment to recognise tradespeople making a difference in their local communities by donating its LED perimeter advertising inventory on dedicated matchdays across all four clubs. Tradespeople who are supporters of STANLEY®’s partner teams and can demonstrate a measurable impact in their local area will be eligible to apply for the opportunity that will spotlight the vital services they offer and the valuable role they play in the community.
Additionally, a long-term focus of the campaign is supporting grassroots football and local initiatives, working alongside club foundations to identify and deliver local facility renovation projects that provide real, lasting benefit to communities with the help of volunteer tradespeople.
Built to Support sits at the heart of STANLEY®’s football sponsorships, creating locally authentic activity in each club’s heartland while maintaining a unified brand message across markets. The activation platform will be amplified across a full channel marketing mix to drive partnership awareness, fan engagement and ongoing brand visibility.
“Football is a sport of passion and precision, values that perfectly mirror how our customers approach their work,” said Darren Barber, Senior Marketing Director, EMEA-ANZ. “Tradespeople are often misrepresented but by their very nature are Built to Support. By putting tradespeople at the centre of our partnerships we’re not just supporting the clubs, but the people who build the communities around them.”
“Every activation with our four partner clubs over the next three seasons will demonstrate that STANLEY® stands with our customers – on the job, in their community, and in the game – ensuring the impact of our sponsorships is felt far beyond a matchday. Built to Support will enable us to connect with a new generation of professionals while reinforcing our long‑term commitment to those who rely on STANLEY® tools every day.”
STANLEY® became the Official Tools Partner of FC Barcelona, Tottenham Hotspur, Olympique Lyonnais, and PSV at the beginning of the current season (August 2025) for the next three years (two for Lyon).
The exclusive arrangements include hand tools, power tools, mechanics’ tools, storage, outdoor lawn and garden power equipment and industrial solutions. The sponsorship incorporates perimeter advertising, marketing and promotional rights and assets, tickets and hospitality, VIP experiences and digital marketing rights and assets.
