Tools and security products manufacturer Stanley Black & Decker has entered into a global partnership with the Extreme action sports organisation.
The deal incorporates the Dewalt, Black & Decker and Stanley brands, which will become part of an Extreme-delivered marketing programme. The length of the deal was not disclosed.
Under the agreement, the three brands will sponsor 18 athletes, including mountain biker Wyn Masters, skateboarder Danny Leon and BMXer Cam Peake, as well as three unspecified world-class events. The brands have also been named partners of the FMB (Freeride Mountain Bike) World Tour series.
Extreme will develop 10 pieces of viral content each week for the three brands to promote across their digital and social media channels.
Competing athletes and teams at Extreme events during 2016 will also receive Dewalt, Black & Decker and Stanley appliances, which will be used to maintain skateboards, bikes and other equipment.