General Tire Brand To Sponsor A New World Championship — of Fishing

Posted on January 10, 2017

The General Tire brand from Continental Tire the Americas LLC will sponsor the newly created Major League Fishing (MLF) General Tire World Championship, presented by Bass Pro Shop.

Twelve of the world's best bass anglers will compete in a six-day contest that will culminate in the crowning of a world champion. The televised matches will air on CBS and CBS Sports Network in 2017 as a six-week bass fishing series, the largest such competition to air on national broadcast television.

“We are truly excited to have our General Tire brand as the title sponsor of this new championship with Major League Fishing,” says Travis Roffler, director of marketing for General Tire. “The MLF format is already such an entertaining way to watch bass fishing and now this new championship is only going to increase the level of intensity and excitement of the sport. We can’t wait to get this kicked off and see how it plays out.  It’s going to be somewhat stressful for the anglers but really fun for everyone else to watch.”

The six one-hour MLF championship episodes will begin airing at 2 p.m. EST on Saturday, June 24, 2017, on CBS.

“This has been a dream of mine since the beginning when conservationist and Bass Pro Shops founder Johnny Morris first asked me what we could do to bring the sport of bass fishing to a broader audience,” says Jim Wilburn, MLF general manager. “With this new competition and the partnership with CBS, we’re finally achieving that dream and look forward to sharing the sport with an even wider audience than before. Major League Fishing is a trail blazer and this is just one more ground breaking first!”

The anglers who will compete in the world championship will be determined according to their final point standings accumulated from their participation in 2016 and 2017 Cup events. The 12 championship contenders will be announced at the conclusion of the 2017 Challenge Cup in June, the final event of the 2017 fishing season.

MLF was developed specifically with television entertainment in mind. The broadened scope with new viewers will benefit not only the show and the anglers, but also the sponsors. First developed in 2011 through a partnership between the Outdoor Channel and professional anglers, MLF has grown steadily since then. In 2015, MLF added a second level of competition with the introduction of its Select events that doubled the scope of the program. MLF was rated Outdoor Channel's overall No. 1 show for the first and second quarter of 2016. The sixth season kicked off Dec. 31 on the Outdoor Channel.

Jim Liberatore, CEO and president of the Outdoor Channel says, "Fans are finding out in large numbers: if you have not seen an MLF event, you have not seen the future of bass fishing."

For more information about General Tire, visit

Related Topics: General Tire, Major League Fishing, sports marketing, Travis Roffler

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