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    BP Casts Line to Fishermen

    Company becomes a sponsor for popular fishing tournament organization.

    HOUSTON -- FLW Outdoors, a fishing tournament organization, has gained BP as a sponsor of its events through 2009.

    BP will sponsor 12 of FLW Outdoors tournament trails, including the revamped title sponsorship -- the 2007 Wal-Mart FLW Series. BP will also be the title sponsor for a new $1 million Wal-Mart FLW Striper Series.

    In addition, BP holds presenting sponsor rights to the $300,000 Wal-Mart FLW Redfish Series Championship and a $500,000 Wal-Mart FLW Kingfish Tour Championship.

    As part of those sponsorships, BP will be featured on the Emmy-nominated "FLW Outdoors" television program on FSN. It will also be featured in FLW Outdoors Magazine and its Web site, www.flwoutdoors.com.

    BP will also get the chance to support a team of professional anglers, who will compete in the events. Team BP will compete in a BP-customized boat as they fish for bass, walleye, kingfish, redfish and striped bass.

    BP will gain sponsor-specific product displays, signage, angler-award programs and participation in FLW Outdoors' Family Fun Zone. In return, BP will cross-promote FLW Outdoors at its retail stations.

    The FLW Outdoors sponsorships harness the growing $108 billion fishing industry, along with the 55 million fishermen and their families across the nation, the company stated in a release.

    "This powerful group makes more gasoline purchases than any other outdoor consumer group. This group, on average, spends more than $600 in fuel for their boats and cars per person, per month," said John Melo, president of BP's U.S. fuel operations.

    The sponsorships support BP’s strategy to expand marketing to new consumer groups while expanding brand presence.

    Approximately 80 percent of FLW Outdoors tournaments are held in BP jobber's markets, allowing national sponsorship to be brought to their locations, the company stated.

    BP markets 15 billion gallons of gas through its 13,000 retail stations across the U.S. every year. It also supplies more than 4 billion gallons to industrial and commercial uses. The new sponsorship follows a recent announcement of a multi-million dollar Amoco fuels marketing campaign.

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