Word: marte
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...found in 49 states and is one of freshwater fishing's most voracious consumers. (Do you sense a metaphor rising?) It was Jacobs who made the connection between Mr. Bigmouth and Mr. and Mrs. Shopper in launching the FLW Tour 10 years ago. Those insights hooked Wal-Mart, which became the tour's lead sponsor in 1997 at the behest of an executive and bass angler named Lee Scott, who is now the company...
...purses or produce great television. So Jacobs supplanted them with corporations such as GM's Chevrolet division, M&M/Mars, 7-Up and Fujifilm, which wouldn't blink at, say, a $10 million sponsorship fee if it could move the sales needle. Then in 1997 he landed the whale: Wal-Mart. "We tend to think in increments, in small steps," Scott tells TIME. "Irwin thinks in big steps, in flights of steps." He also hounded the Wal-Mart man into submission. "It was the only way I could get Irwin to stop calling," says Scott of the deal...
...moved the weigh-ins to Wal-Mart parking lots under a huge tent, where the sponsors were waiting with all kinds of kid-friendly entertainment. It was a sensation, so much so that the championship event had to move to a bigger venue. On the water, Jacobs outfitted each boat like a NASCAR racer, to the point where the outfit became unofficially known as BASSCAR...
...media also need big advertisers. Toyota and erectile-dysfunction drug Cialis sponsored this year's Bassmaster Classic, along with oil refiner Citgo. FLW attracted not only Wal-Mart but also Kellogg's and Dodge. "From both a business and a ratings perspective," says Fox's George Greenberg, "this sport is about to catch fire." For this year's Bassmaster Classic, the total number of households tuning into the final ceremony rose 9% over last year, with about 526,000 homes watching. (The biggest cable sports show that week: wrestling's Raw Zone, seen in 3.2 million homes...
With the U.S. economy growing, companies like Wal-Mart shipping freight from China and a $286 billion highway bill just through Congress, trucking is here for the long haul. Industry revenues will increase 32.4%, to $888.5 billion, according to economic research firm Global Insight, and the U.S. is projected to add 574,000 truck-driving jobs over the next decade. Yet the industry has reported a shortage of 20,000 long-haul drivers. "With the image of the truck driver barreling down a highway, shouting at you, there's a stigma attached to the job," says David Terkanian...