MINNEAPOLIS – The No. 1 pet food manufacturer in the world announced Monday its renewal of an FLW Outdoors sponsorship for the 2005 tournament season with its Pedigree® Brand Food for Dogs. Pedigree, the “Official Pet Food of the FLW Tour,” has sponsored FLW Outdoors’ premier fishing tournaments since the 2003 season.
An FLW Outdoors sponsorship is a key marketing tool for Pedigree, helping it tap into an audience of more than 52 million Americans who fish each year. FLW Outdoors sponsors have also experienced the loyalty of the anglers and their families who remain steadfast in their commitment to purchase sponsor products.
“People who enjoy the outdoors are pet owners, and an FLW Outdoors sponsorship gives us a great avenue to reach these consumers,” said Sean Szengento, national account manager for Masterfoods USA. “Professional fishing is growing rapidly, and we are proud to be a part of making that happen. The fans recognize us for our contribution to the sport. It really is a win-win situation for us as well as the participants, their families and fans.”
In 2004 Pedigree enhanced its sponsorship with the addition of an angling team. Team Pedigree pros Steve Kennedy of Auburn, Ala., and Greg Pugh of Cullman, Ala., are visible on FLW Outdoors tournament circuits in a NASCAR-style Ranger boat bearing the Pedigree logo. A matching tow vehicle is also used by FLW Outdoors at each FLW Tour stop.
Masterfoods is among a growing list of innovative companies that have recognized professional fishing as a vital business. The company sponsors all six of FLW Outdoors’ varied fishing circuits, including the Wal-Mart FLW Tour, the world’s most lucrative bass-tournament series; the EverStart Series, the pathway to the Wal-Mart FLW Tour; the Wal-Mart Bass Fishing League for weekend anglers; the Wal-Mart Texas Tournament Trail; the Wal-Mart RCL Walleye Tour, the world’s most lucrative walleye-tournament series; and the Wal-Mart RCL Walleye League for weekend anglers.
As an FLW Outdoors sponsor, Pedigree is featured in a variety of media formats – most notably the “FLW Outdoors” television program on the Outdoor Life Network, which is broadcast to 65 million subscribers. Sponsors also benefit from prominent advertisements and news features in FLW Outdoors Magazine and at FLWOutdoors.com. Further publicity opportunities at FLW Outdoors include sponsor-specific product displays in the Family Fun Zone, signage at tournaments, angler-award programs, and other promotional and public-relations materials.
Masterfoods USA participates in the Family Fun Zone, a free event open to the public that is held at all Wal-Mart FLW Tour events. The Family Fun Zone offers sponsors a one-of-a-kind product display for Wal-Mart customers. Through its sponsorship, Masterfoods USA also has the opportunity to use the “Official Sponsor of FLW Outdoors” logo on its products.
Bill Petrowiak, vice president of marketing and communications for FLW Outdoors, said: “Through its sponsorship of FLW Outdoors, the Pedigree brand name reaches millions of pet owners. FLW Outdoors promotes families and the outdoors, which is a great tie-in for brands like Pedigree. We are honored by Pedigree’s commitment to professional fishing.”
Masterfoods USA – the United States food, snack and pet-care operations of Mars Inc. – is one of the world’s leading food manufacturers. The combined food, pet-care and snack segments are symbols of excellence for quality brands. Headquartered in Hackettstown, N.J., Masterfoods USA owns some of the world’s favorite brands including M&M’s® Brand, Snickers® Brand, Uncle Ben’s Brand, Kal Kan® Brand, Pedigree Brand Food for Dogs, Whiskas® Brand Food for Cats, Seeds of Change® and Flavia® Beverage Systems. For more information about Pedigree, visit Pedigree.com.
Wal-Mart and many of America’s most respected companies support FLW Outdoors and its tournament trails. Wal-Mart has been the title sponsor of FLW Outdoors since 1997. For a complete list of FLW Outdoors sponsors and for more information about the premier products and services they offer, please visit FLWOutdoors.com’s sponsor page.
For more information about FLW Outdoors tournaments, browse this Web site or call (270) 252-1000.