MINNEAPOLIS (Aug. 6, 2003) — FLW Outdoors announced Wednesday that Land O’Lakes, the nation's No. 1 marketer of branded butter and deli cheese, renewed its sponsorship for the sixth time in as many years, continuing its dedication to bringing competitive fishing to the masses.

Land O’Lakes has realized the benefits of sponsoring the world’s most lucrative competitive-fishing tournaments. The benefits include brand awareness and loyalty among the 55 million people who spend time fishing each year. As a sponsor, Land O’Lakes remains at the helm of one of the Wal-Mart FLW Tour’s most sought-after designations – the Land O’Lakes Angler of the Year title. The prestigious honor is awarded annually to the world’s best and most consistent pro angler.

“FLW Outdoors’ focus on family fits in perfectly with our demographics,” said Steve Dunphy, vice president of retail/deli sales for Land O’Lakes. “We have been partners with FLW Outdoors for more than five years because we are able to reach millions of families who fish. We also are proud to sponsor anglers who are dedicated to their sport as well as to their families.”

Land O’Lakes is among a growing list of innovative companies that have recognized professional fishing as a vital business, and it remains a sponsor of all six of FLW Outdoors’ varied fishing circuits. For the 2003 EverStart Series, RCL Walleye Tour and FLW Tour championships, Land O’Lakes will hold fishing clinics in each tournament’s host city at local Wal-Mart stores. The clinics will include appearances by Team Land O’Lakes pro anglers who will be available to sign autographs and have their photos taken next to the Land O’Lakes tournament boat. Also offered at the clinics will be free giveaways. Land O’Lakes plans on extending its program for the 2004 season.

As an FLW Outdoors sponsor, Land O’Lakes will be featured through a variety of media formats. The brand will appear on the 2004 “FLW Outdoors” television program broadcast to 65 million subscribers across the country by the Outdoor Life Network. The Land O’Lakes brand will also be publicized through FLW Outdoors Magazine advertisements, prominence on, signage at tournaments, and inclusion in tour promotional and public relations materials.

Through the years, Land O’Lakes has enhanced its FLW Outdoors sponsorship by establishing a superior team of professional anglers who skim tournament waters across the country in head-turning, NASCAR-style boats bearing the Land O’Lakes name and logo. The 2003 professional angling team comprises Renee Hensley of Edwardsburg, Mich.; Judy Israel of Clewiston, Fla.; Eric Olson of Red Wing, Minn.; Karen Savik of St. Louis Park, Minn.; Carl Svebek III of Siloam Springs, Ark.; Jerry Williams of Conway, Ark.; and Jerry’s son Keith Williams of Conway, Ark.

Hensley became the first woman to win a national bass-fishing championship when she won the Co-angler Division of the 2001 EverStart Series Championship on Pickwick Lake in Florence, Ala., while Israel became the third woman in history to win a Wal-Mart Bass Fishing League tournament when she topped the Co-angler Division at Thousand Islands in New York in July 2002.

Christine Creed, vice president of marketing and sales for FLW Outdoors, said Land O’Lakes’ presence has been a welcome addition to FLW Outdoors’ exemplary team of tournament-trail sponsors.

“We are grateful to our long-term sponsors like Land O’Lakes who continually help us bring tournament fishing to the forefront,” Creed said. “Our sponsors are known for being leaders in their fields, and Land O’Lakes is no exception. Its reputation for high quality helps bring deserved credibility to professional angling.”

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

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

Land O’Lakes, headquartered in Arden Hills, Minn., has been making America’s favorite brand of butter and other high-quality dairy products since 1921. For more information about Land O’Lakes, visit or call (800) 328-9680.