Operation Bass hooks up with Pepsi, Frito-Lay as national sponsor for 2001 series
MINNEAPOLIS – The nation’s largest bass fishing tournament organization has hooked up with yet another big sponsor. Operation Bass, which produces the Wal-Mart FLW Tour, EverStart Series and Wal-Mart Bass Fishing League, announced today that food and beverage giants Frito-Lay and Pepsi-Cola will be national sponsors of the three 2001 tournament programs.
Under the first year of what is anticipated will be a multi-year agreement, the PepsiCo Snack and Beverage divisions will be the official suppliers of soft drinks and chips/snacks behind leading brands like Pepsi, Mountain Dew, Doritos and Cheetos for the three tours.
In addition, Pepsi/Frito-Lay will be one of the new sponsors of the Family Fun Zone, an interactive mini-carnival at each FLW tournament. Open to the public at no cost in the parking lot of select Wal-Mart Supercenters in tournament host cities, the Family Fun Zone offers family members of all ages the opportunity to participate in an array of exciting, hands-on activities – many alongside professional anglers – and sample sponsor products. At the same time, the Family Fun Zone allows sponsors to create powerful brand awareness through face-to-face interaction with consumers. Among the activities is the Fujifilm Fishing Pond, at which children can catch fish, have their photo taken with their catch by a professional photographer in front of a nature backdrop, and then, in a matter of minutes, receive the photos free at the Fujifilm exhibit inside the Wal-Mart.
As a national sponsor of Operation Bass, Pepsi/Frito-Lay joins several Fortune 500 companies, including Wal-Mart, not only the world’s biggest retailer, but also the organization’s title sponsor and pioneer non-endemic bass fishing sponsor.
Like Wal-Mart, these companies are drawn to a consumer base of more than 55 million anglers worldwide, the largest of any participatory sport, whose passion and loyalty for its related products translate into more than $40 billion annually being spent on equipment and accessories. The sport is responsible for a total economic impact of $108 billion.
“I cannot stress enough how pleased we are to have Pepsi/Frito-Lay aboard for the 2001 season,” said Operation Bass chairman Irwin L. Jacobs. “By capitalizing on Pepsi/Frito-Lay’s world-class products and its imaginative and far-reaching marketing and merchandising experience, we will have opportunities to greatly expand on the success we’ve had over the past five years.”
In addition to Wal-Mart and Pepsi/Frito-Lay, other major sponsors include BFGoodrich, Black & Decker, Chevy Trucks, CITGO, Coleman, Eagle Electronics, Energizer, EverStart Batteries, Evinrude Outboard Motors, Fujifilm, Kellogg’s, Land O’Lakes, Plano Tackle Systems, Poulan/Weed Eater, Ranger Boats, Shop-Vac, Timex, US Bank, VISA and Wrangler.
“We’re very excited to partner with Operation Bass because of its tremendous consumer base, and the synergy opportunities behind our shared demographic targets.” said Haston Lewis, Director of Marketing for Frito-Lay. “With such large numbers of consumers who historically have demonstrated unparalleled brand loyalty, and by cross-marketing our brands and product line with those of Operation Bass’ other major sponsors, Pepsi/Frito-Lay will be presented with new avenues for showcasing our products in fun, creative and influential ways.”
Irwin Jacobs noted: “What I appreciate most about fishing is the fact that it does not discriminate. The 55 million anglers out there represent every demographic. They share a common passion for the sport because it’s all about having fun, as well as an allegiance to the companies that support our success. Now, with the addition of Pepsi/Frito-Lay and its involvement in the Family Fun Zone, we are sure to continue increasing the popularity of this great sport.”
During 2000, the Wal-Mart FLW Tour, EverStart Series and Wal-Mart Bass Fishing League could award more than 12 million dollars in prize money. The Wal-Mart FLW Tour, currently in its fifth season, is a seven-venue series that during 2000 will award participating anglers $4.4 million in cash, making it the most lucrative series in fishing history. Operation Bass also conducted the richest walleye tournament in history in Green Bay, Wis., earlier this month. The RCL (Ranger, Crestliner, Lund) Walleye Championship was held Oct. 3-7 and featured a record purse up to $1.4 million.