What has Black & Decker got to do with soccer?

Somehow the images of soccer and power tools just don't seem to go together. Nonetheless, Barcelona and Stanley Black & Decker have formed a partnership, see - More than a marketing tool: Barça strikes deal with Stanley Black & Decker . I believe that Scott Bannell, Stanley Black & Decker's vice president brand management & licensing, has been doing his homework. He must be aware that revenue from soccer exceeds the revenue of all U.S. sports combined.