Published on April 8th, 2024

Location: France

Antoine Dupont Becomes the New Face of DEWALT

Paris, April 9, 2024 – DEWALT, a pioneer in power tools, celebrated its 100th anniversary at Lyon's Matmut Stadium on March 26. To mark the occasion, the flagship brand of the global Stanley Black & Decker Group signed an ambassador contract with the captain of the French rugby team, Antoine Dupont. A perfect alliance orchestrated by international sports marketing agency SPORTFIVE. The aim of this new partnership is to boost awareness of the DEWALT brand among a wide public, based on shared values.

A new ambassador of choice to meet the challenges of visibility and brand awareness

The Stanley Black & Decker Group aims to raise DEWALT's profile in France to an unprecedented level. The group is giving itself the means to do so by activating several levers: massive media investment coupled with sponsorship actions. DEWALT celebrates its 100th anniversary with a new sports ambassador: Antoine Dupont, captain of the French rugby team. With his numerous titles, including Best World Rugby Day 2021 and Winner of the Los Angeles Tournament 2024 (7-a-side rugby), Antoine Dupont will boost DEWALT brand awareness among a very wide audience, thanks to his strong popularity. This partnership was born naturally from the common values shared by the rugby star, his sport and the DEWALT DNA: performance, robustness, challenge.

A strategic shift and strong ambitions to anchor its presence in France

DEWALT, the leading brand of the American Stanley Black & Decker group, with sales of $16.9 billion, is the major asset of the world giant in mechanical and electroportable tools. The brand aims to leverage its dominant position in Europe and the United States to consolidate its presence in the French market and position itself in its target sectors.

"We have strong long-term development ambitions, both internationally and in France. In France, we want to make DEWALT the engine of our growth, by strengthening our presence in our 4 strategic sectors: construction, automotive, landscaping and industry" says Antoine CHAMPINOT, Managing Director Stanley Black & Decker France and Africa.

In 2024, the end-user is at the heart of the company's strategy. DEWALT wants to simplify everyday life and anticipate needs. The brand intends to position itself as a supplier of complete solutions - tools, batteries, accessories and storage - for all sectors. To make this clearer, the reworked offer is now presented by trade family (woodworking, construction, industry, automotive, etc.) rather than by product. DEWALT will consolidate its presence around end-users, by strengthening its sales teams in the field and increasing its marketing investments.

Electrification of all worksites for greater safety and sustainability

Stanley Black & Decker is aiming for 100% of its power tools by 2030. DEWALT is part of this trajectory, with the aim of making worksites safer thanks to more sustainable cordless solutions. The company continues to support the transformation of uses. Its technological expertise and strong innovation drive enable it to switch from heavy-duty thermal applications, such as demolition, to battery-powered electrification, without compromising on power and performance. "Great robustness, tenfold power, need for safety: we want to conquer all the markets where these three parameters are relevant, and electrify all the uses that aren't yet. DEWALT tools have marked the last hundred years, and we're already working on those that will mark the next hundred", assures Antoine CHAMPINOT, Managing Director Stanley Black & Decker France and Africa.

DEWALT continues to innovate with POWERSHIFT, a new range of batteries and tools for the building and civil engineering sector.

Following the launch of POWERSTACK in 2022, the first battery with flat cells, DEWALT marks another milestone on its 100th anniversary with the launch of POWERSHIFT. Aimed at the building and civil engineering sector, this range comprises 5 concrete tools (rammer, vibratory plate, vibratory needle, vibratory ruler and core drill) all powered by the same ultra-powerful 554 Wh battery and high-speed charger. Designed for energy-intensive applications, the POWERSHIFT range enables battery-powered tools to appeal to new users who previously worked only with thermal or corded tools.

Benjamin DEBLICKER, SVP Sales at SPORTFIVE "We're delighted to be supporting the Stanley Black & Decker group and the signing of their new ambassador. DEWALT's values echo those of the world of sport, and rugby in particular. The choice of Antoine Dupont to embody their image was an obvious one, and the connection was a natural one. We can't wait to see Antoine's face on the brand's upcoming activations."


    SPORTFIVE is a global sports marketing agency that delivers customer-centric solutions based on trust and transparency, deep industry experience and global relationships, digital intelligence and innovation. SPORTFIVE strategically and creatively connects brands, rightsholders, media platforms and fans to create and enable contemporary partnerships in sports.

    While creating and growing long-term value for all, SPORTFIVE often leads the sports business into the future through innovative digital solutions and strives to be the most progressive and respected partner in sports.

    Being at the centre of professional sport SPORTFIVE will use its unique position, in order to make a positive contribution to sustainability and to live up to the social and economic duty and responsibility, which sport and consequently all parties involved, also have. SPORTFIVE operates with a global mindset and network of over 1,200 local experts based in 15 countries around the world, active in Football, Golf, Esports, Motorsport, Handball, Tennis, American Football, Basketball, Ice Hockey, Rugby, Olympics and Multi-Sport Events and many more.

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