SBJ/April 8-14, 2013/Marketing and Sponsorship

Bassmaster hooks Diet Dew as sponsor

Bassmaster, the sanctioning body for fishing’s top series, has signed Diet Mountain Dew to be a sponsor across all of its leagues.

The deal marks another nonendemic sponsor for Bassmaster and provides its first sponsor in the soft drink category. The sides reached an agreement last month after talks started last fall.

Bassmaster sponsorships range from the low six figures up to seven figures. Specifics of the Diet Mountain Dew deal were not available, but it’s believed to be in the middle of that range.

“In the last year or so, we’ve worked really hard to expand on the nonendemic sponsors in the sport,” said Bruce Akin, CEO of B.A.S.S., the membership organization that oversees the fishing series. “Our audience presents a real opportunity for a lot of brands, and Diet Mountain Dew has had a good experience with outdoor campaigns they’ve had in the past.”

Bassmaster handles its sponsorship sales in-house, led by Akin and by Angie Thompson, vice president of business development.

Diet Mountain Dew was represented in the deal by John Rizzolo at Optimum Sports.

The brand will receive exposure across Bassmaster’s media outlets, ranging from its monthly magazine to spots on Bassmaster.com and its TV shows that run on ESPN2 and Outdoor Channel.

Bassmaster also offers extensive branding and signage across its elite, open and college series.

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