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Stanley Black & Decker tools up with CBA League

Stanley Black & Decker (SBD) has agreed a deal to become an official partner of the Chinese Basketball Association’s Professional League club competition from the 2013-14 season through to the 2016-17 campaign.

The deal, which was agreed through the Infront Sports & Media agency, will mark the US tools and security provider’s first major sports sponsorship in China since it entered the market in 1994.

Under its role as an official partner, SBD will be included in all 306 games of the regular season, where it will benefit from in-arena LED advertising, player appearances, image rights and logo usage. In addition, its branding will also be included in all official CBA League communications and promotional materials.

SBD also plans further activation through road shows and player endorsement events, as well as various online and social media activities and social responsibility engagements in China.

“The partnership is not only important to our business, but also enables us to distribute integrated and efficient tools and security solutions to customers in China and emerging markets while strengthening the value of our brands,” president and vice-president of Stanley Asia, Jeff Chen, said.