Retailer expands involvement in fishing market.
HOT SPRINGS, Ark. – With fishing’s popularity at an all-time high, the world’s largest retailer today announced it will bolster its presence in the sport by assuming the title sponsorship of the nation’s largest bass fishing tournament series for weekend anglers, the 119-event program known as the Red Man Tournament Trail.
The Wal-Mart Bass Fishing League (BFL), which commences in 2001, signals the company’s strong commitment to one of the nation’s most popular pastimes and bodes well for the future of the sport. In recent years, bass fishing has moved from the backwaters of southern impoundments to the mainstream thanks in large part to the prestigious Wal-Mart sponsored FLW Tour and EverStart Series – both Operation Bass programs.
Red Man, a brand of Swedish Match, became the title sponsor of Operation Bass’ popular tournament series, dubbed the “working mans” tournament trail, in 1983 and is widely credited with opening competitive bass fishing to the masses with low-entry-fee, close-to-home, weekend tournaments.
“For 17 years, they have been a tremendous partner,” said Operation Bass chairman Irwin L. Jacobs. “Their support early on laid the groundwork for the success the sport is experiencing today and has enabled us to involve literally thousands of anglers in competitive fishing.”
The announcement that Wal-Mart is stepping up its role in the world of bass fishing comes just as America’s bass fishing enthusiasts are responding in record numbers to a new tournament format introduced for the series at the start of the 2000 season. Like the Wal-Mart FLW Tour and EverStart Series, Operation Bass introduced a boater and co-angler format to the popular weekend series that allows an angler to select the division that best suits his or her abilities. The change has spawned record participation in the trail’s 22 divisions, and Wal-Mart has plans to grow the series even further with more lucrative awards, new divisions and more events.
“We are always looking for innovative ways to reach our customers,” said Mike McFadden, vice president, divisional merchandise manager for Wal-Mart. “Our support of this series is a new way to communicate with Wal-Mart customers who enjoy the outdoors and those who love to fish.”
According to Ranger Boats president, Randy Hopper, “Ranger is looking forward to Wal-Mart coming on board. As the first sponsor of the tournament trail, we’ve always enjoyed our participation in the series, and we believe that Wal-Mart’s enthusiastic support will bring even more high profile exposure to the sport.”
Along with Wal-Mart, Ranger also plans to expand their role in the Wal-Mart Bass Fishing League with the introduction of a cash bonus program that will be incremental to the normal Wal-Mart Bass Fishing League pay out. Plans are to reward top finishers who fish from their Rangers.
Longtime sponsor Evinrude Outboards will continue as the presenting sponsor of the new series. Red Man is expected to continue its involvement at some level.
“Wal-Mart’s customers and fishing enthusiasts are one and the same,” Jacobs said. “The fishing community comprises an extremely loyal customer base that has been neglected for years. Until now, this substantial group has never been properly marketed to. Wal-Mart, however, is changing that.”