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Dave Washburn, Communications Director, (270) 527-4125
 

For Immediate Release
 

Maxwell House® signs FLW Outdoors sponsorship
 

MINNEAPOLIS (June 19, 2002) — FLW Outdoors announced Friday that Kraft Foods
’ Maxwell House® Coffee is the latest top-shelf brand to join its premier
sponsor team — the team responsible for jump-starting the sports marketing
industry through a broad lineup of high profile Wal-Mart fishing
tournaments.

Since the introduction of the high-stakes Wal-Mart FLW Tour in 1996, fishing
has become a big business for corporations looking to reach an estimated
audience of 55 million anglers nationwide. Through this sponsorship, which
includes support of the Wal-Mart FLW Tour, the EverStart Series and the
Wal-Mart Bass Fishing League, Maxwell House is helping to energize the
nation’s passion and participation in fishing. The circuits will award up to
$22 million in 170 tournaments that meet every skill level from weekend
warriors to world-class contenders.

Maxwell House will become the official coffee of FLW Outdoors’
industry-leading bass fishing tournaments. “We see this new sponsorship as a
great opportunity to build brand loyalty within a large customer base,” said
Thano Chaltas, senior category business director, Kraft Foods’ Coffee
Division.

Charlie Hoover, president of FLW Outdoors, said: “ Coffee and early morning
fishing trips go hand in hand. I don’t think there is a morning when the
anglers don’t have a cup of coffee in their hands whether they are fishing
or at home.”

Maxwell House will be featured along with other FLW Outdoors sponsors on the
“FLW Outdoors” television program broadcast on the Outdoor Life Network
(OLN), which reaches 43 million subscribers through cable television,
DIRECTV and The Dish Network. Each new episode is first aired Saturdays at 8
p.m. EST and rebroadcast on OLN six times during the following week.
Additionally, the Maxwell House sponsorship includes signage at tournaments,
creation of a Maxwell House angler awards program, advertisements in FLW
Outdoors magazine, inclusion in tour promotional and public relations
materials, and prominence on tour Web sites.

Maxwell House will also showcase its products in the Family Fun Zone set up
at each Wal-Mart FLW Tour event. Each Fun Zone features interactive games
and product displays that help sponsors build brand awareness and loyalty
with Wal-Mart customers. In addition to its flagship brand, Maxwell House
Coffee, additional brands that will be profiled in the sponsorship are
Maxwell House Master Blend, Maxwell House Rich French Roast and Maxwell
House Lite.

“Fishing is more popular than golf and tennis combined, and fishing is the
nation’s largest participatory sport. It’s a family — oriented activity that
people from all walks of life can enjoy,” said Irwin L. Jacobs, chairman of
FLW Outdoors. “More than any other sport, fishing is the nation’s true
national pastime. We are very proud to have Maxwell House associated with
our properties.”

Celebrating its 110th birthday in 2002, Maxwell House was started in
Nashville, Tenn., with the brewing of a special blend that was offered to
patrons of Nashville’s exclusive Maxwell House Hotel. It became so popular
that the hotel owner ordered no other coffee be served to his guests. A few
years later, the brand’s trademark slogan was developed when the same blend
was served to President Theodore Roosevelt. According to company legend,
when the president was asked if he would like another cup of the Maxwell
House blend, he replied: “I’d be delighted. It’s good to the last drop™!”
Today, Maxwell House is part of Kraft Foods, the largest branded food and
beverage company headquartered in the United States and second largest in
the world.

Sponsors of the five FLW Outdoors tournament programs in 2002 are below

	Laker

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