MINNEAPOLIS (Feb. 5, 2004) — FLW Outdoors announced Thursday that snack-food maker Frito Lay will remain an integral part of the Wal-Mart FLW Tour Family Fun Zone and a staple of the organization’s sponsorship team. Frito Lay’s renewal reiterates the continuing and increasing popularity of professional fishing and its emergence as a major marketing tool, targeting a highly desirable consumer audience.

Frito Lay will promote its Lay’s-brand salty snacks on all six of FLW Outdoors’ tournament trails, marketing to the estimated 52 million Americans who fish. Frito Lay joined the FLW Outdoors sponsorship team during the 2000 season and since that time has remained committed to bringing professional fishing to the masses.

While a sponsor of FLW Outdoors, Frito Lay has been actively involved in the Wal-Mart Take a Kid Fishing event held at Wal-Mart stores during National Fishing and Boating Week. The primary goal of the event – which, going forward, will be called Casting Smiles-Fishing with Kids – is to introduce a new generation of children to one of America’s favorite pastimes: fishing. Frito Lay also takes part in the Family Fun Zone, a free event held at each Wal-Mart FLW Tour stop that features interactive games and product displays for family members of all ages to enjoy.

As an FLW Outdoors sponsor, Frito Lay will be featured in a variety of media formats – most notably the “FLW Outdoors” television program on the Outdoor Life Network, which is broadcast to 65 million subscribers. Sponsors also benefit from prominent advertisements and news features in FLW Outdoors Magazine and at Further publicity opportunities at FLW Outdoors include sponsor-specific product displays in the Family Fun Zone, signage at tournaments and angler-award programs as well as other promotional and public-relations materials.

Bill Petrowiak, vice president of marketing and communications for FLW Outdoors, said he is looking forward to continuing a successful relationship with Frito Lay.

“There is an obvious connection between families and Frito Lay’s products, and FLW Outdoors offers its sponsors a huge platform for reaching families,” Petrowiak said. “Frito Lay has been a great partner over the last three years, and we look forward to continuing our relationship with them.”

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 visit’s sponsor page.

For more information about Frito Lay, visit For more information about FLW Outdoors tournaments, visit or call (270) 252-1000.