MINNEAPOLIS ( Feb. 17, 2004) — Masterfoods USA, one of the world’s leading food manufacturers, announced Tuesday its renewal of an FLW Outdoors sponsorship for the 2004 tournament season. The food company that owns such brands as Snickers and M&M’s Chocolate Candies has been a partner of the nation’s premier fishing-tournament organization since 2001.

Masterfoods USA has realized the impact an FLW Outdoors sponsorship can have on its marketing campaigns. Through its FLW Outdoors sponsorship, the company has promoted two new versions of its well-known Snickers bar – the brand launched Snickers Cruncher in 2001 and last year introduced its new Snickers Almond Bar. In 2004 the company will promote Snickers Marathon Bar, which offers the great taste of Snickers in a long-lasting energy bar, to the nation’s 52 million-plus anglers. Anglers, their families and the sport’s fans are known for their loyalty to products produced by FLW Outdoors sponsors.

“FLW Outdoors offers us the perfect stage to showcase our products,” said Scott Hudler, director of sponsorships, Masterfoods USA. “Some of the most loyal consumers in the market are anglers and their fans, and we are proud to be a sponsor of professional fishing as it continues to grow at such a rapid pace.”

Masterfoods 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 including the Wal-Mart FLW Tour, the world’s most lucrative bass-tournament series; the EverStart Series, the pathway to the Wal-Mart FLW Tour; the Wal-Mart Bass Fishing League; 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.

As an FLW Outdoors sponsor, Snickers 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.

Through its sponsorship, Masterfoods USA supports an angling team comprising Chris Baumgardner of Gastonia, N.C.; Pat Fisher of Dacula, Ga.; David Lauer of South Bend, Ind.; and the FLW Tour’s 2002 champion, John Sappington of Willard, Mo. Members of Team Snickers compete in Ranger boats bearing the Snickers logo. During the last two days of competition at FLW Tour events, these Snickers boats are towed by matching Chevy Trailblazers that are also emblazoned with the Snickers logo.

Masterfoods USA participates in the Family Fun Zone, a free event open to the public that is held at all Wal-Mart FLW Tour events. Fans can partake in a Snickers obstacle course set up for hands-on activities at the Family Fun Zone. The Family Fun Zone offers sponsors a one-of-a-kind product display for Wal-Mart customers. Through its sponsorship, Masterfoods USA will also have the opportunity to use the “Proud Sponsor of FLW Outdoors” logo on its products.

Bill Petrowiak, vice president of marketing and communications for FLW Outdoors, said: “Through our partnership, Snickers is able to reach millions of loyal fans, including numerous families, a key demographic for the brand. It is another great example of how sponsors of FLW Outdoors can build brand awareness, and we look forward to helping Snickers remain in front of anglers and their families.”

Masterfoods USA, the United States food, snack and pet-care operations of Mars Inc., is one of the world’s leading food manufacturers. With more than $5 billion in annual sales, the combined food, snack and pet-care segments are a symbol of excellence for quality brands. Headquartered in Hackettstown, N.J., Masterfoods USA employs more than 7,000 associates in the United States, with 15 manufacturing facilities nationwide. The company owns some of the world’s favorite brands including M&M’S Brand, Snickers Brand, Uncle Ben’s Brand, Pedigree Brand Food for Dogs and Whiskas Brand Food for Cats.

 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. For more information about Masterfoods USA, visit or call (800) 551-0702.