Any Which Way You Can Market
Professional bass fishing, it turns out, is NASCAR on water -- a rolling, roaring biboard for products competing in a rich marketplace. America's 60 million anglers spend $40 billion per year on bass fishing alone. Like auto racers, anglers wear uniforms encrusted with sponsor logos. Like the red-hot stock-car circuit, sponsorships are tied directly to the increasingly interconnected web of mass media merchandising: TV shows, magazines, books, videos, Internet sites, retailing, clinics, trade shows.