Stanley extends sponsorship of FLW Outdoors’ fishing tournaments

MINNEAPOLIS – The Stanley Works and FLW Outdoors announced Wednesday that Stanley has extended its sponsorship of professional bass fishing with a multiyear contract, proving once again what a powerful marketing tool the sport has become. Competitive fishing is a growing sport with an extensive, loyal fan base, and corporate America is taking notice.

It is this loyal fan base, some 55 million anglers strong, that makes FLW Outdoors’ premier fishing tournaments the perfect road for sponsors to take to reach a broad consumer base. The organization’s dedication to conservation, youth and family involvement, and visibility of the sport overall have made it the leader of an industry movement to continually bring sport fishing to the masses. In the last few years alone, professional fishing has gained wide attention in sporting circles with its exploding popularity among a huge demographic and national exposure in publications such as USA Today and The New York Times.

Ken Lewis, vice president of marketing and brand development for Stanley, said: “The partnership with FLW has given us the opportunity to tap into a large consumer market of loyal fishing fans. At the same time, it has allowed us to keep our priority of having an unbreakable bond with our customers, who rank fishing as one of their favorite pastimes.”

Continuing through the 2004 season, Stanley will be 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. Stanley also sponsors a five-person fishing team that participates in many of the 170 FLW Outdoors fishing tournaments held across the country.

The 2002 team comprises Jack Bell of Kane, Pa.; Eric Holt of Galena, Mo.; Scott Martin of Clewiston, Fla.; Ralph Petty Jr. of Cleveland, Tenn.; and 1999 Land O’Lakes Angler of the Year David Walker of Sevierville, Tenn.

As a full sponsor, Stanley will be featured in a variety of media formats maintained by FLW Outdoors. Tour sponsors appear on the “FLW Outdoors” television program broadcast to 45 million subscribers across the country by the Outdoor Life Network, which anticipates serving 55 million viewers by year’s end. The Stanley Works brand names will also be publicized through FLW Outdoors magazine advertisements, prominence on FLWOutdoors.com, “FLW Outdoors Presented by Wal-Mart” on Fox Sports Radio, signage at tournaments, angler-award programs, and inclusion in tour promotional and public relations materials.

Christine Creed, vice president of marketing and sales for FLW Outdoors, said: “Stanley is one of the most well-respected brand names in America today. We’re very happy that Stanley continues to choose fishing and FLW Outdoors as major elements in its brand-marketing strategy for the future.”

FLW Outdoors is the world’s leading marketer of competitive fishing tournaments. It administers the Wal-Mart FLW Tour, the world’s most lucrative bass-tournament series; the EverStart Series, pathway to the Wal-Mart FLW Tour; and the Wal-Mart Bass Fishing League, a weekend tournament series designed for working anglers. FLW Outdoors also operates the Wal-Mart Texas Tournament Trail and the Wal-Mart RCL Walleye Circuit.

Founded in 1843, Stanley is one of the world’s most recognized and trusted brand names. The company offers a full array of tools, door systems and related door hardware. Additional brands in The Stanley Works family are FatMax, Bostitch, Goldblatt, Jensen, LaBounty, Mac Tools, Proto, Vidmar and Zag.

Primary sponsors of FLW Outdoors angling circuits in 2002 are Wal-Mart, ALPO Pet Foods, BFGoodrich Tires, Castrol, Chevy Trucks, Conseco, Eagle Electronics, Energizer, EverStart Batteries, Evinrude, Faded Glory, Frito-Lay, Fujifilm, GARMIN, Kellogg’s, Land O’Lakes, Minn Kota, Newell Rubbermaid, Pepsi, Poulan, Ranger Boats, Shop-Vac, Snickers, Stanley Works, Stren, U.S. Bank, Weed Eater and Yamaha Outboards.

For more information about The Stanley Works, visit Stanleyworks.com or call (860) 225-5111. For more information about FLW Outdoors, browse this Web site or call (270) 252-1000.