Press Releases

Six Manufacturers & Retailers Honored with New Anglers' Legacy Leadership Award

ALEXANDRIA, VA (July 12, 2007) – The Recreational Boating and Fishing Foundation (RBFF) today is announcing the winners of a new award presented at last night's ICAST Chairman's Industry Awards Reception in Las Vegas, NV. Bass Pro Shops, BASS/ESPN Outdoors, FISHHER, Penn Fishing Tackle Manufacturing Company, The Red Drum Tackle Shop, Inc. and Shimano American Corporation were honored with the Anglers' Legacy Leadership Award for outstanding promotion of the program and exceptional achievement in encouraging anglers to "Take the Pledge."

"We'd like to recognize our partners for their efforts to promote Anglers' Legacy and remind everyone of the impact that one pledge alone can have," said RBFF President and CEO Frank Peterson. "New survey results show us that each Anglers' Legacy Ambassador generates about $120 in fishing tackle and equipment sales. If we can get one million pledges, we can generate $120 million for the industry and to the extent that we can get the industry behind us, we will significantly increase sales and participation."

Bass Pro Shops organized an in-store pledge drive with Anglers' Legacy sign-up stations in each one of their stores. Promoted through special signage and at their store grand openings, those who Take the Pledge using the Bass Pro Shops partner code are entered into a drawing to win a Johnny Morris Signature Series baitcast rod and reel combo.

BASS/ESPN Outdoors sponsored an Anglers' Legacy pledge drive that places individuals who enter a special promotion code when taking the Pledge into a sweepstakes. Promoted through Web banners, new member and member renewal kit inserts and full page ads in Bassmaster Magazine, the Grand Prize includes a trip to Walt Disney World in Orlando, FL and a fishing excursion with Bassmaster Magazine Editor James Hall.

Fishing pro Linda Berry, on behalf of FISHHER, personally promoted the Anglers' Legacy program, collecting pledges at the Bassmaster Classic, Bassmaster American and Women's Bassmaster Tournaments.

Penn Fishing Tackle Manufacturing Company has promoted the Anglers' Legacy program through Web banners and links, generating a significant amount of Web traffic to the Anglers' Web site.

The Red Drum Tackle Shop, Inc. in Buxton, NC has included a link to on their Web site and added a personal touch to the program by promoting it in-store through conversations with customers. Red Drum's efforts have also generated a significant amount of Web traffic for

Shimano American Corporation took Anglers' Legacy on the road as part of their nationwide fishing tour and held an Anglers' Legacy banner signing for its employees.

Anglers' Legacy was launched in May 2006 targeting the country's estimated 7.5 million avid anglers. Through media ads and coverage, pro-staff and celebrity angler involvement and industry partnerships, the campaign asks avid anglers to share their passion for fishing and drives them to where they're asked to "Take the Pledge" – promising to take one new person fishing each year. In its first year, the program has garnered nearly 10,000 pledges.

For more information about the program, visit or call RBFF at (703) 519-0013.

Heather Sieber

(703) 778-5160