“Our partnership with FLW Outdoors has been an excellent opportunity for us to reach a wide market of consumers who are avid anglers,” said Jenny Enochson, director of marketing communications for Kellogg. “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 we 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 FLW Tour Land O’Lakes 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 three years, Kellogg has been a visible sponsor of FLW Outdoors tournaments including the Wal-Mart FLW Tour, the EverStart Series, the Wal-Mart Bass Fishing League, the Wal-Mart Texas Tournament Trail, the Wal-Mart RCL Walleye Tour and the Wal-Mart RCL Walleye League.
In 2001 Kellogg strengthened its sponsorship program by establishing a top-quality team of professional anglers. The 2004 professional team will comprise Dave Lefebre of Erie, Pa.; Sam Newby of Pocola, Okla.; Alvin Shaw of State Road, N.C.; Jim Tutt of Longview, Texas; and Clark Wendlandt of Cedar Park, Texas. The team, which competes in NASCAR-style boats sporting the Kellogg’s logo, has combined winnings of $1.8 million and 59 top-10 tournament finishes. Kellogg will also continue to showcase its products in the Family Fun Zone at each FLW Tour event, which is a free event open to the public that features interactive games and product displays.
Kellogg has increased its support of FLW Outdoors tournaments with its new Racin’ and Reelin’ Trailer, which is designed to bring together the excitement of the company’s NASCAR and FLW Outdoors sponsorships. The trailer will follow the tournament trail and stop at all Family Fun Zone events along the tour. Additionally, it will visit more than 700 other Wal-Mart stores in 2004. The trailer features racing-simulator stations and a fantasy-photo studio.
Bill Petrowiak, vice president of marketing and sales for FLW Outdoors, said he 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,” Petrowiak 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.”
As one of FLW Outdoors’ sponsors, Kellogg will be featured through a variety of media formats maintained by FLW Outdoors. Tour sponsors appear on the “FLW Outdoors” television program broadcast to 65 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 the tour Web sites at FLWOutdoors.com, the “FLW Outdoors Presented by Wal-Mart” show on Fox Sports Radio, signage at tournaments, angler-awards programs, and inclusion in tour promotional and public relations materials. Kellogg will also be the presenting sponsor for the 2004 Forrest Wood Open, to be held June 23-26 on Lake Champlain in Plattsburgh, N.Y.
With 2002 sales of $8.3 billion, Kellogg Company (NYSE: K) is the world’s leading producer of cereal and a leading manufacturer of convenience foods such as cereal bars, frozen waffles, toaster pastries, cookies and crackers. The company also produces natural and vegetarian foods.
Founded in 1906 and dedicated to providing nutritious, good-tasting foods, Kellogg has manufacturing facilities in 19 countries and sells its products in more than 180 countries. Kellogg brands include Kellogg’s, Keebler, Pop-Tarts, Eggo, Nutri-Grain, Cheez-It, Morningstar Farms and Kashi. For more information, visit Kellogg’s Web site at Kelloggs.com.
FLW Outdoors is the world’s leading marketer of competitive fishing. 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 visit FLWOutdoors.com.
For more information about FLW Outdoors, visit FLWOutdoors.com online or call (612) 337-1927.
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