MINNEAPOLIS (Nov. 4, 2002) - FLW Outdoors announced Monday the addition of 7 UP to its growing list of sponsors for the 2003 season. The lemon-lime soft drink brand will be a mainstay of all five of FLW Outdoors' premier fishing tournament trails with its multiyear contract.
7 UP will be the official soft drink of the upcoming Wal-Mart FLW Tour season, joining the ranks of other top-shelf sponsors who have come to realize the value of marketing to the 55 million consumers who head outdoors each year with a rod and reel. It is this group of loyal anglers that comprises a broad consumer base, creating a key element for sponsors to pair with the most lucrative competitive fishing circuit in the world.
Irwin L. Jacobs, chairman of FLW Outdoors, said the 7 UP sponsorship is another great example of the ever-increasing popularity of the sport and the recognition by corporate America of the value that an FLW Outdoors sponsorship adds to marketing strategies.
"Fishing enthusiasts are one of a kind," Jacobs said. "They have shown extreme loyalty to our sponsors' products, and corporations are taking notice. We are honored that a brand as reputable as 7 UP has selected FLW Outdoors for a partner, and we look forward to contributing to its marketing success."
7 UP will be featured in a variety of media formats maintained by FLW Outdoors. The brand will appear on the "FLW Outdoors" television program, which premieres Jan. 25, 2003, at 7 p.m. EST and is broadcast to 55 million subscribers of the Outdoor Life Network. It will also be publicized through FLW Outdoors Magazine advertisements, product displays in the Family Fun Zone, signage at tournaments, angler-award programs, inclusion in promotional and public relations materials, and specially designed NASCAR-style Ranger boats with matching Chevy Trailblazers emblazoned with the 7 UP logo.
7 UP will also sponsor a professional angler team consisting of three members who will compete in the 7 UP boats. Team members will be announced prior to the Wal-Mart FLW Tour season opener in January.
"FLW Outdoors' tournament trails provide a great opportunity for us to create brand awareness and show support for our consumers' passions," said Rob Colarossi, vice president of channel marketing and promotions for 7 UP. "The family-friendly sport of fishing is a great fit, and we are thrilled to be a part of this growing sport."
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, 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 and the Wal-Mart RCL Walleye Circuit.
7 UP www.7UP.com is a leading brand of Plano, Texas-based Dr Pepper/Seven Up Inc., which is the largest division of London-based beverage and confectionery firm Cadbury Schweppes plc (NYSE: CSG). Dr Pepper/Seven Up Inc. is the largest producer of non-cola soft drinks in North America, with about 16 percent of the carbonated soft drink market. In addition to 7 UP, the company's other leading brands include Dr Pepper, A&W Root Beer, Canada Dry, Schweppes, Sunkist, Squirt and Hawaiian Punch, as well as the RC Cola and Slush Puppie brands.
For more information about Dr Pepper/Seven Up Inc. and its brands, please visit www.dpsu.com.