Kellogg extends FLW Outdoors sponsorship through 2005

MINNEAPOLIS – Kellogg announced Monday that it will remain dedicated to professional bass fishing by extending its sponsorship of FLW Outdoors tournament trails through 2005. Kellogg, an FLW Outdoors sponsor since 2000, has supported the growth of tournament fishing by placing its products in front of millions of sport-fishing fans and realizing the potential of this loyal fan base.

“Our partnership with FLW Outdoors has been an excellent opportunity for us to reach a wide market of consumers who are avid anglers,” said Brad Davidson, executive vice president and chief customer officer of Kellogg USA. “FLW Outdoors promotes the wholesome family qualities of this growing sport, which fits perfectly with what our products offer. This sponsorship is something we are proud to be a part of and look forward to the prospect of building more brand loyalty among our customers.”

Kellogg began its relationship with professional bass fishing in 1999 by putting David Walker, the Wal-Mart FLW Tour Angler of the Year that season, on its cereal boxes and has continued that tradition ever since. In 2000 Kellogg featured NASCAR® great Terry Labonte and 2000 Angler of the Year Clark Wendlandt on the same box, effectively placing the FLW Tour on par with the commercial phenomenon that is NASCAR.

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

In 2001 Kellogg strengthened its sponsorship program by establishing a top-quality team of professional anglers. The 2003 professional team comprises Steve Daniel, Clewiston, Fla.; Sam Newby, Pocola, Okla; Alvin Shaw, State Road, N.C.; Jim Tutt, Longview, Texas; and Clark Wendlandt, Cedar Park, Texas. The team, which competes in NASCAR-style boats sporting the Kellogg’s® logo, has combined winnings of $1.4 million and 55 top-10 tournament finishes. Kellogg will also continue to showcase its products in the Family Fun Zone at FLW Tour events, which are open free to the public and feature interactive games and product displays.

Kellogg has increased its support of the FLW Outdoors tournament with its new Racin’ and Reelin’ trailer, which is designed to bring together the excitement of NASCAR and FLW Outdoors sponsorships. The trailer will stop at all Family Fun Zones along the tour. Additionally, it will visit more than 700 other Wal-Mart stores in 2003. The trailer features racing simulator stations and a fantasy photo studio.

Christine Creed, vice president of marketing and sales for FLW Outdoors, said she is very proud of the partnership FLW Outdoors has enjoyed with Kellogg.

“By featuring anglers on its cereal boxes, Kellogg, through its strong brand recognition among millions of consumers, has helped catapult the sport of fishing into the public limelight,” Creed said. “We are very proud and thankful to have Kellogg as part of our sponsorship team and look forward to working with them on long-term plans to expand their base of loyal fishing fans even further.”

Kellogg, as one of FLW Outdoors’ full sponsors, will be featured through a variety of media formats maintained by FLW Outdoors. Tour sponsors appear on the “FLW Outdoors” television program broadcast to 55 million subscribers across the country by the Outdoor Life Network. Kellogg’s® brand names will also be publicized through FLW Outdoors Magazine advertisements, prominence on FLWOutdoors.com, the “FLW Outdoors Presented by Wal-Mart” show on Fox Sports Radio, signage at tournaments, angler-award programs, and inclusion in tour promotional and public relations materials. Kellogg will also be presenting sponsor for the Forrest Wood Open on Wheeler Lake in Florence, Ala., June 18-21.

With 2001 sales of about $8 billion, Kellogg Company is the world’s leading producer of cereal and a leading producer of convenience foods, including cookies, crackers, toaster pastries, cereal bars, frozen waffles, meat alternatives, piecrusts and ice cream cones. The company’s brands include Kellogg’s®, Keebler®, Pop-Tarts®, Eggo®, Cheez-It®, Nutri-Grain®, Special K®, Rice Krispies®, Murray®, Austin®, Morningstar Farms®, Famous Amos®, Carr’s®, Plantation®, Ready Crust® and Kashi®. Kellogg products are manufactured in 19 countries and marketed in more than 160 countries around the world. For more information, visit the Kellogg Company Web site at Kelloggs.com or the Keebler Web site at Keebler.com.

FLW Outdoors is the world’s leading competitive fishing organization. It administers the Wal-Mart FLW Tour, the world’s most lucrative bass-tournament series; the EverStart Series, the pathway to the Wal-Mart FLW Tour; and the Wal-Mart Bass Fishing League for weekend anglers. FLW Outdoors also operates 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.

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 browse this Web site.

For more information about Kellogg’s, visit the Web site at Kelloggs.com or call (800) 962-1413. For more information about FLW Outdoors tournaments, browse this Web site or call (612) 337-1927.