Stanley Black & Decker Closes Agreement with Infront as Official Partner of the CBA Professional League

Leading American tools and security provider will leverage the power of China’s most popular sports league to drive sales

Stanley Black & Decker, one of the world’s largest tools and security providers in the world, has committed to the CBA Professional League as a new Official Partner, beginning with the 2013/14 season. The contract with this high profile Fortune 500 Company from the United States was signed with Infront Sports & Media, the CBA League’s exclusive global media and marketing partner, and runs until 2016/17. This marks Stanley’s first major sports sponsorship in China since it entered the market in 1994.

As “Official Partner of the Chinese Men’s Basketball Professional League”, SBD will be involved with all 306 games of the regular season, the All-Star Game, as well as at the widely followed playoffs. The company’s brands will benefit from a full array of rights in camera view that include LED advertising, player appearances, image rights including player groups and composite CBA & SBD logo usage. In addition, the company’s brands will be featured in all official CBA League communications and promotional materials.


As the CBA Professional League steps into its 19th year, Stanley plans to feature its leading brands STANLEY (hand tools) as well as DEWALT and Guoqiang (power tools) prominently. Activation tactics in the pipeline include road shows and player endorsement through public appearances in order to raise the profile of these brands in China and associate the company’s high-quality products with the country’s most popular sports league. Furthermore, Stanley is planning various online and social media activities to support its engagement including sales promotions through its official website, social media platforms as well as online stores. SBD also plans to leverage its social responsibility engagements in China, particularly as it relates to environmental protection.

Involvement to strengthen Stanley Black & Decker profile in China
“Stanley Black & Decker has history of influential sports event sponsorship all over the world,” said Jeff Chen, VP and President of Stanley Asia. “Emerging markets, especially China, have always been key markets for Stanley business development, and we are excited to partner with the most popular basketball league in China. Our employees are extremely proud of the cooperation with the CBA for the first time. The partnership is not only important to our business, but also enables us to distribute integrated and efficient tools & security solutions to customers in China and emerging markets while strengthening the value of our brands.”


Ma Guoli, Managing Director Infront China, added: “In the 2012/13 season, the CBA League had again reached a cumulative TV audience of over 720 million. This remarkable popularity makes it the only Chinese sports format that can offer such high levels of exposure to sponsors – alongside strong sportive competition and a professional advertising environment. With SBD committing to the CBA League as an Official Partner for four years, another world famous brand has acknowledged the strong commercial profile of the league and its impact among Chinese customers.”

The 2013/14 CBA League regular season starts on 8 November 2013, with the playoffs following in February 2014. Guangdong Southern Tigers are the defending champions. The new season will once again feature top international and local players in addition to a new 18th team – Sichuan Jinqiang which will further increase the presence of the league in Western China. SBD joins a strong sponsor line-up (25 in total) for the CBA League season, including amongst others top international and Chinese brands like Li Ning, China Continent Insurance, Exxon Mobil, Nike,,, Tsingtao Beer and UPS.