FLW Outdoors, a tournament fishing organization, said Rapala will become an official sponsor of FLW Outdoors in 2010. Terms of the agreement were not disclosed.

“Rapala's name is synonymous with fishing and their partnership with FLW Outdoors is a natural fit,” said Trisha Blake, Chief Marketing Officer and Executive Vice President of FLW Outdoors. “We look forward to a long-term relationship with them.”

As part of the sponsorship, Rapala will receive exposure across all platforms of FLW Outdoors, including its 189 tournaments, FLW Outdoors' multiple websites, FLW Fantasy Fishing, FLW Outdoors Magazine, “FLW Outdoors” television show and various FLW Outdoors events. In addition, Rapala will provide product that will be given away at various events, including FLW Outdoors' popular Family Fun Zone and Outdoor Show, where they will also receive premium space to promote their pro staff, products and more.

“Over the years, Rapala pro staffers have had a lot of success and numerous tournament victories using our lures in FLW Outdoors events. For 2010, Rapala is proud to take it up a few notches as an official sponsor of FLW Outdoors. We consider FLW Outdoors to be a giant marketing machine that will further build the reputation of the legendary Rapala brand and provide a venue for the launch of our new Trigger X soft baits,” said Tom Mackin, President of Rapala USA.”