Marketing Partners Abu Garcia, Berkley and MLF Thrive on Innovation and Change

The morning light illuminates water spray from Fletcher Shryock's reel during a Major League Fishing competition as if to make "firing a cast" as much a literal statement as it is figurative. Each competitor has a cameraman aboard that enables watchers of the popular MLF television show to have an angler-view front-row seat.

September 4, 2018 • Rachel Dubrovin • Press Releases

TULSA, Okla. – Abu Garcia and Berkley, two of fishing’s oldest and most respected brands, are new Major League Fishing (MLF) sponsors for the 2018 and 2019 seasons.

Abu Garcia and Berkley have a history of aligning with top marketing partners and MLF has been Outdoor Channel’s No. 1 rated show in Q1 for the past three years, so the teaming should come as no surprise.

Major League Fishing Pro Mike Iaconelli — MLF pro Mike Iaconelli snatches a scorable bass from vegetative cover as his boat official monitors the catch. The other anglers will soon know about this fish as the information is shared real-time via iPads among those in the same competition.

“Abu Garcia and Berkley are iconic brands in the world of fishing that were built on innovation and the desire to help anglers catch more fish,” said Pure Fishing Vice President of Marketing Jon Schlosser. “Major League Fishing’s format is exciting to watch and appeals to all types of anglers. With many of our pros competing in the MLF events, we’re excited to be able to support them and these two great brands through our sponsorship affiliation.”

“Abu Garcia and Berkley have a longstanding history in sport fishing, and their products are common in anglers’ households everywhere,” said MLF President Jim Wilburn. “Their line, lures, reels, rods and accessories bring innovation and quality to every level of participation, and their pro staff represents most of fishing’s highest achievements, ranging from championship titles to record fish.”

Abu Garcia was founded in Sweden in 1921. Berkley got its start in 1937. Today both are part of the Pure Fishing family of brands consisting of several industry stalwarts, including Hardy, Shakespeare, Pflueger, Penn, Hodgman, Stren, Spider Wire, and others. Pure Fishing is owned by Newell Brands.

Major League Fishing was developed through a joint effort between Outdoor Channel and two-dozen premier bass fishing anglers in 2011.

Major League Fishing Pro Bobby Lane — There are no secrets as to the “where and how” Bobby Lane and other MLF anglers catch their bass during the Outdoor Channel’s top-rated Q1 show because the cameras are rolling.

Two pools of MLF professional anglers compete in events: the MLF Cup group includes most of the original founding anglers, and newer is the MLF Selects, which consists of another group of pros.

The TV show’s format features the anglers going head-to-head in live competition during which all “scorable bass” count in a catch-and-release format. Every competitor has a cameraman and live microphone on board, giving viewers an in-the-boat experience and live updates throughout the event.

MLF airs on CBS, CBS Sports Network, Discovery, WFN and Outdoor Channel.

For more information about MLF pros, rules and show times, visit www.MajorLeagueFishing.com.

About Major League Fishing

Developed through a joint effort between Outdoor Channel and two-dozen premier bass fishing anglers in 2011, Major League Fishing brings the high-intensity sport of competitive bass fishing into America’s living rooms in the form of riveting two-hour TV episodes. World-class anglers are filmed over the course of a six-day event. The show captures their efforts as they utilize a demanding format that allows them to weigh all the “scorable bass” they catch. Unlike other competitive fishing events, live leaderboards in the boats allow anglers to know their standings at all times. For more information about the game, visit MajorLeagueFishing.com and follow Major League Fishing on Twitter, Instagram, and Facebook.

About Pure Fishing, Inc.

Pure Fishing, Inc. is a leading global provider of fishing tackle, lures, rods and reels with a portfolio of brands that includes Abu Garcia®, All Star®, Berkley®, Chub™, Fenwick®, Gulp!®, Hardy & Greys™, Hodgman®, Johnson™, Mitchell®, PENN®, Pflueger®, Sébile®, Shakespeare®, SpiderWire®, Stren®, Trilene® and Ugly Stik®. Pure Fishing, Inc. operates in 22 countries with a dedicated workforce conversant in 28 languages. Pure Fishing, Inc., a part of Newell Brands’ strong portfolio of well-known brands, is a leader in developing outdoor and active lifestyle products. Additional information can be found at www.PureFishing.com.

About Newell Brands

Newell Brands (NYSE: NWL) is a leading global consumer goods company with a strong portfolio of well-known brands, including Paper Mate®, Sharpie®, Dymo®, EXPO®, Parker®, Elmer’s®, Coleman®, Jostens®, Marmot®, Oster®, Sunbeam®, FoodSaver®, Mr. Coffee®, Rubbermaid Commercial Products®, Graco®, Baby Jogger®, NUK®, Calphalon®, Rubbermaid®, Contigo®, First Alert®, and Yankee Candle®. For hundreds of millions of consumers, Newell Brands makes life better every day, where they live, learn, work and play.

This press release and additional information about Newell Brands are available on the company’s website, www.NewellBrands.com.