KISSIMMEE, Fla., -- January 24, 2005 -- Cialis (tadalafil), the erectile dysfunction drug marketed by Lilly ICOS, and BASS today announced a one-year sponsorship agreement. As a premiere sponsor, Cialis will have a major interactive presence at the majority of BASS events, including the Bassmaster Tournament Trail, the Bassmaster Elite 50 Series and the Bassmaster Classic.
The agreement also includes presenting sponsorship of Bassmaster University and a heavy presence in BASS's television, print and internet platforms. To support the sponsorship, Cialis will create Relaxation and Fan Experience tents in key markets, develop angler tips with expert partners and establish a dedicated Web site. To enhance the Bassmaster University TV show on ESPN2, Cialis will sponsor a "gear list" as part of the weekly programming, which will highlight fishing equipment needed for each episode.
"Lilly ICOS is thrilled to be a premiere sponsor of BASS through our Cialis brand," said Matt Beebe, Cialis U.S. Brand Team Leader. "BASS members are an important audience to us. An alliance with BASS allows us to reach a targeted fan base that enjoys bass fishing because it's both relaxing and exhilarating."
Don Rucks, General Manager of BASS, said: "We are pleased Cialis chose to make BASS part of their marketing program. We applaud the vision of Lilly ICOS in recognizing the significance of the brand-loyal BASS members and fans."
Cialis and BASS have worked closely together to develop an integrated platform that will resonate with members and fans and help enhance relaxation and enjoyment of the sport.
- Signage: Beginning at the season-opener on Lake Tohopekaliga in Kissimmee, Cialis will have a strong signage presence at a total of 108 BASS events. This includes boat, truck and driver uniform signage during 12 televised events.
- Bassmaster University: Cialis is the presenting sponsor of Bassmaster University for the entire 2005 season. This includes opening and closing credits on each episode as well as a weekly "gear list" sponsored by Cialis that highlights fishing equipment needed for each lesson. An online Bassmaster University page will link to http://www.cialis.com . Bassmaster University airs on BASS Saturday at 9:30 a.m. ET on ESPN2.
- Exhibition Tent: Spectators at select BASS events can experience the "Bassmaster University" tent, which will be stocked with angler-related interactive elements and seminars with expert anglers. Highlights from ESPN2's Bassmaster University will also be featured in the Cialis tent.
- Relaxation Centers: Key viewing spots at the Bassmaster Elite 50, Bassmaster Tour and Bassmaster Classic will be branded "Relaxation Centers." The relaxing atmosphere will be designed to help spectators unwind and enjoy the spectacular views of the weigh-in.
- Tips Booklet: A Cialis-sponsored tips booklet for fishing and men's health will be available at all 108 tournaments in which Cialis will have a presence.
- Interactive Web Site: Angling fans everywhere can soon visit http://www.bassmaster.com to experience many of the innovative elements of the Cialis BASS sponsorship, including tips for relaxing and improving their fishing skills.