MINNEAPOLIS (Dec. 2, 2002) - FLW Outdoors announced Monday that Pedigree food for dogs will be the newest addition to its sponsorship family. Pedigree, a leader in dog nutrition and maker of premium dog food, will be sponsoring FLW Outdoors' fishing tournaments, including the $5.76 million Wal-Mart FLW Tour, the $3.88 million EverStart Series, the $7 million Wal-Mart Bass Fishing League, the $1 million Wal-Mart Texas Tournament Trail and the $3.07 million Wal-Mart RCL Walleye Tour.
FLW Outdoors' fishing tournaments have brought competitive fishing to the forefront of the sports-marketing industry with their range of corporate sponsors. The Pedigree brand sponsorship will allow the company to tap into a loyal consumer base of 55 million anglers who participate in the sport today, which is more than the sports of golf and soccer combined. Fishing's massive popularity signifies an enormous marketing potential for Pedigree.
"We offer a wide range of products to keep dogs happy and healthy," said Alice Nathanson of Pedigree. "Our partnership with FLW Outdoors will enable us to reach millions of sportsmen and their families, many of whom are pet owners who have this goal in mind. It will be a great marketing tool for us."
Spectators will have the chance to see anglers competing on the water at FLW Tour events in a NASCAR-like Ranger boat sporting the Pedigree brand logo. Towing the boat will be the brand's matching Chevy Trailblazer.
Pedigree will also participate in the Family Fun Zone, a free event open to the public that is held at all Wal-Mart FLW Tour events. At the Family Fun Zone, Pedigree will feature activities to promote the Homeward Bound national animal shelter program. The program supports the efforts of local shelters and pet-adoption organizations to improve chances of pet adoption by potential pet owners. Featured products in the Fun Zone will include Pedigree canned and dry food for puppies and dogs, Pedigree Little Champions for puppies in the Flavor-Lock pouch and Pedigree snacks for dogs. Through its sponsorship, Pedigree will also have the opportunity to use the "Proud Sponsor of FLW Outdoors" logo on its products.
"Anglers are very passionate about their sport and have shown loyalty to our corporate sponsors who promote fishing," said Charlie Hoover, president and CEO of FLW Outdoors. "We are enthused to help Pedigree reach this large, loyal audience."
Pedigree is manufactured by Masterfoods USA, which is headquartered in Vernon, Calif.
For more information about Pedigree, visit www.Pedigree.com or call (800) 852-1000.