Fishing & Boating News

ACT II Popcorn Renews FLW Outdoors Sponsorship

by: Bill Petrowiak, FLW Outdoors,

(Apr. 30, 2004 - MINNEAPOLIS, MN) FLW Outdoors announced today that ConAgra Foods ˆ Snack Foods Group, America's No. 1 manufacturer of popcorn products including ACT II and Jiffy Pop, has renewed its sponsorship, making ACT II the Wal-Mart FLW Tour's official popcorn brand. ACT II's renewal is another example of how professional fishing continues to become a part of mainstream America and how FLW Outdoors has become a major marketing tool, targeting a highly desirable consumer audience. The Wal-Mart FLW Tour's remarkable growth - its 2004 purse is set at $6.8 million - together with a broad consumer base make it a very attractive marketing tool for sponsors. It is estimated that more than 52 million Americans fish, and many of America's leading corporations have come to recognize the potential of this loyal consumer group. Another appealing aspect of an FLW Outdoors sponsorship is that the tournament-fishing organization provides a family-friendly atmosphere at every Wal-Mart FLW Tour stop. "Families are our strongest consumers, and we have felt a very positive impact from our FLW Outdoors sponsorship through the loyalty of fans to our products,"said Andrea Porfidio, brand manager for ACT II. "We look forward to continuing our partnership with FLW Outdoors through the 2004 season." While a sponsor of FLW Outdoors, ACT II 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. ACT II 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, ACT II will be featured in a variety of media formats including prominent advertisements and news features in FLW Outdoors Magazine and at FLWOutdoors.com. 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 grateful to sponsors such as ACT II who are committed to professional fishing. "ACT II is one of FLW Outdoors‚ long-standing sponsors that have helped us grow professional fishing into what it is today," Petrowiak said. "We look forward to working with ACT II for many years to come." 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 more information about FLW Outdoors tournaments call (270) 252-1000.