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Volume 24 No. 156
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          "Despite a negligible live gate ... and zero live-
     television revenue," bass fishing "is attracting enough
     corporate sponsorship to make millionaires" out of a handful
     of anglers "and to provide a comfortable living to perhaps
     another 300 or 400 pros," according to Jack McCallum of SI,
     who examines the sport under the header, "Reeling In Dough:
     Thanks To Rival Tours And Big-Bucks Sponsorships, Bass-
     Fishing Pros Are Becoming Millionaires In A Sport That Could
     Turn Into The Next NASCAR."  Pro Denny Brauer, for one, made
     $600,000-$800,000 in prize money and endorsements for the
     year, and will appear on a Wheaties box in October.  He has
     12 endorsement deals.  McCallum writes that bass fishing is
     appealing because of "the cultlike devotion it inspires," and
     the sport "is getting bigger, in part because there are two
     rival tournament-sponsoring entities: B.A.S.S. (the Bass
     Anglers Sportsman Society), which holds eight elite
     tournaments each year, and Operation Bass, which conducts
     seven," through the Wal-Mart FLW Tour.  Wal-Mart is the FLW
     Tour's title sponsor and other "big-name" sponsors include
     Chevrolet, Coca-Cola and Wheaties.  The two organizations
     "have a tenuous coexistencene," and neither side "has
     attempted to pressure anglers into signing exclusive
     contracts."  But the "idea that there won't be a head-butting
     somewhere downriver is naive" (SPORTS ILLUSTRATED, 8/24).