• by David Kaplan , January 25, 2005

In order to catch the right fish, you have to use the right bait--so the saying goes.

In the case of ESPN and its fishing tournament sponsored by Bass, an anglers' association and sponsor, and Cialis, the erectile dysfunction drug marketed by Lilly ICOS, all hope to lure viewers and consumers to its fishing broadcasts.

The value of the marketing effort was not disclosed, although an ESPN spokeswoman said it was "multi-million."

In order to solidify the relationship, Cialis and Bass entered into a one-year sponsorship agreement on Monday. As a premiere sponsor, Cialis will have a major interactive presence at the majority of Bass events, including the Citgo Bassmaster Tournament Trail, the Bassmaster Elite 50 Series, and the Citgo Bassmaster Classic. Some of these may be broadcast on ESPN, a spokeswoman for the sports network said.

The agreement also includes presenting sponsorship of Bassmaster University and a heavy presence in Bass' television, print, and Internet platforms. To support the sponsorship, Cialis will create "Relaxation and Fan Experience" tents in key markets, develop angler tips with expert partners, and establish a dedicated Web site. To enhance the Bassmaster University TV show on ESPN2, Cialis will sponsor a "gear list" as part of the weekly programming, which will highlight fishing equipment needed for each episode, said Matt Beebe, Cialis U.S. Brand Team Leader.

"Lilly ICOS is thrilled to be a premiere sponsor of BASS through our Cialis brand," Beebe said. "BASS members are an important audience to us. An alliance with BASS allows us to reach a targeted fan base that enjoys bass fishing because it's both relaxing and exhilarating."

Cialis and BASS have worked closely together to develop an integrated platform that Beebe said he hopes will resonate with members and fans, and help to enhance relaxation and enjoyment of the sport.

Some of the marketing efforts include:

Signage: Beginning at the season-opener on Lake Tohopekaliga in Kissimmee, Cialis will have a signage presence at a total of 108 BASS events. This includes boat, truck, and driver uniform signage during 12 televised events on ESPN.

Bassmaster University: Cialis is the presenting sponsor of Bassmaster University for the entire 2005 season. This includes opening and closing credits on each episode as well as a weekly "gear list" sponsored by Cialis that highlights fishing equipment needed for each lesson. An online Bassmaster University page will link to www.cialis.com. Bassmaster University airs on Bass Saturday at 9:30 a.m. ET on ESPN2.

Exhibition Tent: Spectators at select BASS events can experience the "Bassmaster University presented by Cialis' tent, which will be stocked with angler-related interactive elements and seminars with expert anglers. Highlights from ESPN2's Bassmaster University will also be featured in the Cialis tent.

Relaxation Centers: Key viewing spots at the Bassmaster Elite 50, Citgo Bassmaster Tour, and CITGO Bassmaster Classic will be branded "Relaxation Centers presented by Cialis." The relaxing atmosphere will be designed to help spectators unwind and enjoy the spectacular views of the weigh-in.

Interactive Web Site: Angling fans everywhere can soon visit www.bassmaster.com to experience many of the elements of the Cialis/Bass sponsorship, including tips for improving their fishing skills.