Frito Lay renews FLW Outdoors sponsorship

MINNEAPOLIS – Frito Lay has continued its commitment to professional bass fishing by renewing its sponsorship contract with FLW Outdoors. Frito Lay’s renewal reiterates the continuing and increasing popularity of professional fishing and its dominance as a major marketing tool, targeting a highly desirable consumer audience.

By continuing its FLW Outdoors sponsorship, Frito Lay has tapped into a loyal consumer base of 55 million anglers who are getting in gear and heading outdoors each year. FLW Outdoors’ premier fishing tournaments – coupled with its dedication to conservation, youth-family involvement and strengthening of the sport overall – has made it the leader of an industry movement to continually bring sport fishing to the masses.

For the last two years, Frito Lay has been a visible sponsor of FLW Outdoors tournaments including the Wal-Mart FLW Tour, the EverStart Series, the Wal-Mart Bass Fishing League and the Wal-Mart Texas Tournament Trail.

“We decided to renew our FLW Outdoors sponsorship because it allows us the excellent opportunity to partner with Wal-Mart and to grow the sport of fishing,” said Dana Slaughter, product manager with customer marketing for Frito Lay. “The sport of fishing is a fun experience for the entire family. Our brands – including our featured brand Go Snacks – are all about fun, which allows us to more fully leverage our FLW sponsorship.”

During its sponsorship tenure, Frito Lay has been actively involved in the Wal-Mart Take a Kid Fishing event, held at Wal-Mart stores during National Fishing and Boating Week. The primary goal of the event, scheduled for June 7, 2003, is to introduce a new generation of children to one of America’s favorite pastimes: fishing. Frito Lay also takes part in the Family Fun Zone, a free event held at each Wal-Mart FLW Tour stop that features interactive games and product displays for family members of all ages to enjoy. Included in Frito Lay’s interactive display is Chester the Cheetah, who is available for photo opportunities with children.

Frito Lay will be featured through a variety of media formats maintained by FLW Outdoors. Frito Lay will run its new Go Snacks ad featuring Tony Hawk on the “FLW Outdoors” television program, which is broadcast to 55 million subscribers across the country by the Outdoor Life Network. Additionally, Go Snacks will be visible through FLW Outdoors Magazine advertisements, FLWOutdoors.com, signage at tournaments, angler-awards programs, and inclusion in tour promotional and public relations materials. Frito Lay was the presenting sponsor for the Wal-Mart FLW Tour event held this year on the Atchafalaya Basin in Morgan City, La.

Christine Creed, vice president of marketing and sales for FLW Outdoors, said she is looking forward to the opportunity to continue a successful relationship with Frito Lay in the future.

“During the past two years, Frito Lay has been the consummate sponsor and partner,” Creed said. “With Frito Lay and FLW Outdoors’ combined focus on families, fishing and fun, this sport is sure to achieve new heights.”

For more information about Frito Lay, visit Fritolay.com.