GILBERTSVILLE, Ky. – Operation Bass, the catalyst behind the growing popularity of professional bass fishing, today announced that Golden Valley Microwave Foods, America’s No. 1 manufacturer of popcorn products including ACT II and Jiffy Pop, will be an associate sponsor of the 2001 Wal-Mart FLW Tour.
The agreement designates Golden Valley Microwave Foods’ ACT II brand as the official popcorn of the nation’s most lucrative bass tournament series.
Golden Valley Microwave Foods views the FLW Tour as a way to build a closer bond with its current customers and gain exposure to more than 55 million anglers in the United States.
“We are very excited to be part of such a popular sport and look forward to the tournaments and making ACT II an integral part of the Wal-Mart FLW Tour,” said Scott Eckert, senior director of marketing at Golden Valley Microwave Foods. “The relationship between the Wal-Mart FLW Tour and the ACT II brand is a natural one because fishing is very popular among a large cross-section of American families who are ACT II’s strongest consumers.”
ACT II will have access to a wide range of promotional opportunities as an associate sponsor. These opportunities include banner placement at dock area weigh-ins, on-site product sampling, entitlement to use “Wal-Mart FLW Tour Proud Sponsor” labeling on packaging, and access to a sponsor support system that facilitates cross promotions with other sponsors.
Fishing-related ACT II consumer promotions are planed throughout the year to support the sport and the FLW Tour.
“We plan to work with Wal-Mart to create exciting promotions that will get consumers involved in fishing and the FLW Tour,” Eckert said.
ACT II is the first brand to sign the newly formed FLW Tour associate sponsor agreement, which affords companies the opportunity to get involved at the ground floor and test the waters of tournament fishing.
“The associate sponsor program was created because of the demand we’ve experienced with companies wanting to be associated with tournament fishing,” said Irwin L. Jacobs, chairman of Operation Bass. “Our goal is to provide our sponsors with the best platform from which to sell their goods and services, and our current formula is working well.”
As part of the agreement, ACT II will participate in the FLW Tour Family Fun Zone, which is held in the parking lot of each Wal-Mart Supercenter that is selected to host a tournament.
The 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 to sample sponsor products. The Fun Zone also provides sponsors with a unique platform to create powerful brand awareness and conduct one-to-one marketing with consumers. There is no cost for admission, and each Fun Zone is open to the public. The attraction draws thousands of fans over the course of a tournament.
“It’s great to have ACT II popcorn on board,” Jacobs said. “Our Family Fun Zone caters to families, and popcorn is a natural for families, fishing and fun.”
With over $40 billion spent annually on equipment and accessories, fishing represents a tremendous business opportunity for traditional fishing tournament sponsors and non-endemic sponsors alike.
“Anglers are incredibly passionate about their sport, and our studies show that anglers and their families are very loyal to the companies and brands that promote fishing,” Jacobs said. “Many of our current sponsors, like Kellogg’s and Land O’Lakes, have added `Wal-Mart FLW Tour Proud Sponsor’ labels to their packaging. Indications are that this is having a tremendously positive influence on consumer buying habits at the point of purchase.”