Major League Fishing Adds A-B To Sponsorship Roster
Anheuser-Busch has joined Geico as a non-endemic advertiser for a made-for-television fishing tour to air on the Outdoor Channel. Major League Fishing launches on the network, which had a role in developing the tour, in March.
A-B will use the relationship to back its Busch brand. Geico announced its sponsorship of the MLF two months ago. The two join a load of sponsors related to the fishing industry, the most prominent of which is Bass Pro Shops.
The MLF promises to differentiate itself from the slew of fishing tours -- many carried on competitor World Fishing Network -- with live leader boards in boats and no limit on fish count.
MLF events are already available on the Web on a pay-per-view basis, where the sport is plugged as “Pro Bass Fishing on Steroids.”
The publicly traded Outdoor Channel, where former ESPN executive Roger Werner recently stepped down as CEO to become co-chairman, is in an estimated 36 million homes. Tom Allen, the CFO for the Fox network in its early days, has added the COO role to his other responsibilities.
Among other competitors for the Outdoor Channel is the Sportsman Channel.