Promises new era in outdoor sports coverage
GILBERTSVILLE, Ky. – Operation Bass, the world’s leading marketer of competitive fishing tournaments, is expanding beyond fishing with a new name, new television series, new magazine and new Web site destined to capture the hearts and minds of America’s 77 million outdoor enthusiasts.
Effective today, Operation Bass is now FLW Outdoors…
“FLW Outdoors is more than a name. It embodies a wholesome way of life that we support,” said Irwin L. Jacobs, chairman of FLW Outdoors. “We are 100 percent committed to competitive fishing, which has been the cornerstone of our organization, but as FLW Outdoors our audience expands beyond the 55 million Americans who fish to more than 77 million Americans who enjoy a variety of outdoor activities.”
Along with the organization’s name change comes exciting new tournament enhancements for 2002. They include a $1.6 million increase to purses, the addition of five new Wal-Mart Bass Fishing League divisions and cash awards for a greater percentage of anglers in each EverStart Series event. Overall, in 2002, FLW Outdoors will award up to $22 million to its tournament participants through the prestigious $5.1 million Wal-Mart FLW Tour, $2.8 million EverStart Series, $6.4 million Wal-Mart Bass Fishing League, $1 million Wal-Mart Texas Tournament Trail, $2.9 million Wal-Mart RCL Walleye Circuit, and $3.6 million Ranger M1.
Live programming on PAX TV
For the first time in the history of outdoor programming, FLW Outdoors will bring live coverage of all seven Wal-Mart FLW Tour events, the BFL All-American and Ranger M1 to 84 million households on PAX TV. Additionally, there will be 18 live in-studio broadcasts during the 27-week series, which debuts Jan. 19 and continues every Saturday at 3 p.m. EST, 2 p.m. CST and 3 p.m. PST. FLW Outdoors will also include in-depth features on fishing superstars and other personalities and experiences from the outdoor sports world.
“PAX TV is the only family-friendly network,” said Bill Scott, PAX TV president of programming. “Our viewers love our programming and are loyal to our sponsors. In the past three years, PAX primetime ratings are up 101 percent, which is greater than all other networks. Compared to non-news cable networks, PAX ratings are again up 16 percent this year. We are committed to more marketing and promotions for all FLW Outdoors properties than any other network that has previously televised FLW tournaments. PAX is committed to making this a winning proposition for everyone involved.”
New FLW Outdoors magazine
FLW Outdoors magazine (formerly Bass Fishing) debuts in January with an exciting new format and the same detailed tournament coverage to which its readers have grown accustomed. As FLW Outdoors, the magazine will be expanded to include more bass and walleye angler personality profiles, technique tips, and features focusing on boating, camping, hiking and other outdoor activities. FLW Outdoors magazine will also be featured in select Wal-Mart stores with distribution in more than 2,600 Wal-Mart stores slated for later in 2002. FLW Outdoors members will continue to receive the bimonthly magazine delivered to their doorstep.
“Our goal is to make FLW Outdoors magazine the largest outdoor publication in North America through expanding our membership base and our exclusive distribution agreement with Wal-Mart,” Jacobs said.
FLW Outdoors plans to launch an aggressive new membership-building program in the first quarter of 2002 that will offer substantial value and benefits to its members.
Revamped Web site
A new look, new departments and easier navigation are some of the enhancements planned for the FLW Outdoors Web site, FLWOutdoors.com. Outdoor enthusiasts can register for tournaments online, check tournament results and angler profiles, and read the FLW Outdoors e-zine with just a few clicks of the mouse. Starting Jan. 2, Wal-Mart FLW Tour fans visiting FLWOutdoors.com can register to win $1 million in the Conseco Fishing Challenge.
“As FLW Outdoors, we will take the development of outdoor sports into a new era,” Jacobs said. “We will provide real-time, family-oriented programming that portrays outdoor activities in highly entertaining formats; we are going to fill a void in outdoor sports coverage; and we are confident that along with Wal-Mart and our other FLW Outdoors sponsors we will drive viewership and participation in outdoor activities to new heights.”
FLW Outdoors was founded as Operation Bass in 1979. Jacobs purchased the organization in 1996 and quickly established it as the world leader in competitive fishing tournament promotions with the introduction of the Wal-Mart FLW Tour. Today, the Wal-Mart FLW Tour remains America’s most prestigious and lucrative tournament series. For 2002, FLW Outdoors will operate 170 bass and walleye fishing events.
The switch from Operation Bass to FLW Outdoors comes at a time when the popularity of outdoor sports is at an all-time high and sponsor involvement is eclipsing many of America’s other mainstream sports.
“When the Wal-Mart FLW Tour started six years ago, we were looking for a new property that would complement and entertain our Wal-Mart customers,” said Tom Coughlin, president and CEO of Wal-Mart Stores Division. “The Wal-Mart FLW Tour was immediately embraced by our customers and has since expanded to include the EverStart Series, Wal-Mart RCL Walleye Circuit, Wal-Mart Texas Tournament Trail and Wal-Mart Bass Fishing League. All have performed beyond our expectations.”
The FLW Outdoors sponsor lineup includes 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, Minn Kota, 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, explore FLWOutdoors.com or call (270) 362-4880.