MINNEAPOLIS – FLW Outdoors announced Monday that Newell Rubbermaid Inc., a global marketer of consumer products whose well-known brands include Sharpie, Rubbermaid, and Little Tikes, among others, is the newest member of its world-class sponsorship team.
The agreement gives Newell Rubbermaid access to FLW Outdoors’ broad lineup of Wal-Mart fishing tournaments, which in 2002 comprise 170 events in five circuits ranging from the high-profile $5.1 million Wal-Mart FLW Tour to the $7 million Wal-Mart Bass Fishing League for weekend anglers. Overall, FLW Outdoors and its sponsors could award up to $22 million in cash and prizes to anglers this season.
Newell Rubbermaid is one of a growing number of marketing powerhouses to recognize competitive fishing’s appeal to an estimated audience of 77 million outdoor enthusiasts nationwide. Since the introduction of the Wal-Mart FLW Tour in 1996, FLW Outdoors has become the avenue of choice for companies looking to reach a previously untapped market. All total, 39 industry-leading sponsors have signed on for the 2002 season.
“When evaluating sponsorship prospects, it quickly becomes clear that FLW Outdoors offers a unique opportunity for companies to form lasting bonds with an extremely loyal customer base,” said Steven Scheyer, president of Newell Rubbermaid’s Wal-Mart Division. “We are extremely proud of our new association with such a well respected organization.”
Starting immediately, Newell Rubbermaid will be featured on “FLW Outdoors,” which airs Saturday’s at 3 p.m. EST, 2 p.m. CST and 3 p.m. PST on the PAX TV network. The television series features live broadcasts from each Wal-Mart FLW Tour stop, the Ranger M1 and the Wal-Mart Bass Fishing League All-American plus live studio coverage of competitive fishing news – a first for the sport.
The company’s sponsorship also includes a distinctive Chevy Silverado tow vehicle and specially designed Ranger boat with Newell Rubbermaid logos for use in Wal-Mart FLW Tour events, signage at tournaments, creation of a Newell Rubbermaid angler award program, advertisements in FLW Outdoors magazine, inclusion in FLW Outdoors promotional and public relations materials, and prominent display on the FLW Outdoors Web site.
Newell Rubbermaid products will be showcased in the Family Fun Zone set up at each Wal-Mart FLW Tour event. Each Fun Zone features interactive games and product displays that help sponsors build brand awareness and loyalty with Wal-Mart customers.
“Newell Rubbermaid is a world-class company with premium brands in a variety of consumer categories,” said Irwin L. Jacobs, FLW Outdoors chairman. “We are thrilled to have the company, it’s brands and it’s employees as a part of our sponsorship team.”
Newell Rubbermaid Inc. is a global marketer of consumer products with 2001 sales of nearly $7 billion and a powerful brand family including Sharpie, Paper Mate, Parker, Waterman, Rubbermaid, Blue Ice, Calphalon, Little Tikes, Graco/Century, Levolor, Kirsch, Shur-Line and Eldon. The company is headquartered in Freeport, Ill., and employs 48,800 people worldwide.
FLW Outdoors is the world’s leading marketer of competitive fishing tournaments through the Wal-Mart FLW Tour, EverStart Series, Wal-Mart Bass Fishing League, Texas Tournament Trail, and Wal-Mart RCL Walleye Circuit. Newell Rubbermaid is sponsoring each circuit.
FLW Outdoors sponsors are Wal-Mart, ALPO Pet Foods, BC Powder, BFGoodrich Tires, Castrol, Chevy Trucks, Coleman, Conseco, Eagle Electronics, Energizer, EverStart Batteries, Evinrude, Faded Glory, Frito-Lay, Fujifilm, Garmin, Kellogg’s, Land O’Lakes, Maxwell House, Minn Kota, Newell Rubbermaid, Pepsi, Poulan, Ranger Boats, Shop-Vac, Snickers, Stanley Works, Stren, US Bank, Weed Eater and Yamaha Outboards. Associate sponsors are Abu Garcia, Act II, Berkley, David Sunflower Seeds, Eagle Claw, Laker, Plano and Solar Bat.
For more information about FLW Outdoors and its Wal-Mart tournament circuits, visit FLWOutdoors.com or call 270-362-4880. For more information about Newell Rubbermaid and its product lineup, visit Rubbermaid.com.