Press Releases

Cabela’s Pledges Support for Anglers’ Legacy
Year-Long Promotion to Recruit New Anglers Across the Country

ALEXANDRIA, VA (January 29, 2008) – The Recreational Boating & Fishing Foundation (RBFF) today announced a new partnership with Cabela’s that will help increase fishing participation by promoting Anglers’ Legacy, a program that encourages avid anglers to share their love of fishing. This will be the second year Cabela’s has partnered with RBFF to help promote Anglers’ Legacy.

In a year-long campaign that kicks off this month, Cabela’s will carry the Anglers’ Legacy message to their customers through store displays, newsletter articles, links on individual store Web sites, as well as public service announcements on the company’s TV programs and in its outdoor magazine. They will encourage promotional managers, store associates and pro staff to “Take the Pledge” and offer shoppers a Trophy Fish Poster for those who sign up. Cabela’s will also campaign for the program at the Masters Walleye Circuit, the longest-running professional walleye tournament circuit in the United States, where marketing materials will encourage avid anglers to take the Pledge to introduce newcomers to the sport. 

“We’re thrilled that Cabela’s is supporting Anglers’ Legacy with these very promising efforts,” said RBFF President and CEO Frank Peterson. “They understand the importance of preserving the heritage of our outdoor sports. This promotion will help us reach many more anglers across the country who can help grow participation in the sport.”

“Cabela’s is delighted to be working with RBFF to preserve the tradition of fishing and pass it along to younger generations,” said Cabela’s President and Chief Executive Officer Dennis Highby. “Introducing just one person to fishing is a success, and we think we can touch millions through our many business channels.”

Anglers’ Legacy has collected more than 22,000 pledges since its inception in May 2006. The program asks avid anglers to share their passion for fishing and to visit, where they're asked to "Take the Pledge" – promising to take one new person fishing each year.

About Cabela’s
Cabela’s Incorporated, headquartered in Sidney, Nebraska, is the world’s largest direct marketer, and a leading specialty retailer, of hunting, fishing, camping and related outdoor merchandise. Since the company’s founding in 1961, Cabela’s has grown to become one of the most well-known outdoor recreation brands in the world, and has long been recognized as the World’s Foremost Outfitter. Through Cabela’s well-established direct business and its growing number of retail stores, it offers a wide and distinctive selection of high-quality outdoor products at competitive prices while providing superior customer service. Cabela’s also issues the Cabela’s CLUB Visa credit card, which serves as its primary customer loyalty rewards program.

About RBFF
RBFF is a nonprofit organization established in 1998 to increase participation in recreational angling and boating. RBFF helps people discover, share and protect the legacy of boating and fishing through national outreach programs including the Take Me Fishing campaign and Anglers’ Legacy.


Heather Sieber