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  • Updated: 09/09/03


    MINNEAPOLIS (Sept. 8, 2003) — 7 UP retains its status as the official soft drink of the Wal-Mart FLW Tour with the announcement that it has renewed its sponsorship agreement with FLW Outdoors, the world’s leading marketer of competitive fishing. 7 UP will be a mainstay on all six of FLW Outdoors’ premier fishing-tournament trails.
        7 UP will continue marketing to the nation’s professional fishing enthusiasts who are known for their loyalty to FLW Outdoors sponsor products. 7 UP is one of many top-shelf brands giving its support to professional fishing through sponsorship, a practice that has helped the sport become a key marketing tool for corporate America.
        “So many of our customers have a passion for the family-oriented sport of fishing, and through our sponsorship of FLW Outdoors, we have really been able to show our support of their passion,” said Mel Davis, brand manager for 7 UP. “In partnership with FLW Outdoors, we really look forward to helping the sport grow.”
        With renewed support from 7 UP and other leading brands, competitive fishing does continue to grow each year – the 2004 Wal-Mart FLW Tour purse is set at a record-high $6.8 million cash, up more than $1 million from 2003. The 7 UP brand will be visible on the Wal-Mart FLW Tour, EverStart Series, Wal-Mart Bass Fishing League, Wal-Mart Texas Tournament Trail, Wal-Mart RCL Walleye Tour and Wal-Mart RCL Walleye League.
        For the 2004 season, 7 UP will roll out FLW Outdoors soft-drink machines at select Wal-Mart stores across the country. 7 UP will also be featured in a variety of media formats maintained by FLW Outdoors. The brand will appear on the “FLW Outdoors” television program, which is broadcast to 65 million subscribers of the Outdoor Life Network. It will also be publicized through FLW Outdoors Magazine advertisements, FLW Outdoors Radio Show on FOX Sports Radio (Dallas/Ft. Worth FOX Radio affiliate 1190 AM), prominence on FLWOutdoors.com, “FLW Outdoors presented by Wal-Mart” radio programming, product displays in the Family Fun Zone, signage at tournaments, angler-award programs, and inclusion in promotional and public relations materials.
        7 UP sponsors a professional angler team, and the 2003 team members included Robert Pearson of Herndon, Va.; Mark Goines of Shady Point, Okla.; and Shad Schenck of Waynetown, Ind. Team members can be seen on tournament waters in specially designed NASCAR-style Ranger boats. 
        “7 UP is the perfect cold drink to refresh anglers and their families while they are out in the hot sun on the water,” said Christine Creed, vice president of marketing for FLW Outdoors. “FLW Outdoors places a great emphasis on family, making 7 UP a perfect fit on our sponsorship team.” 
         FLW Outdoors is the world’s leading marketer of competitive fishing. It administers the Wal-Mart FLW Tour, the world’s most lucrative bass-tournament series; the EverStart Series, the pathway to the Wal-Mart FLW Tour; and the Wal-Mart Bass Fishing League for weekend anglers. FLW Outdoors also operates the Wal-Mart Texas Tournament Trail, the Wal-Mart RCL Walleye Tour and the Wal-Mart RCL Walleye League.
        7 UP (www.7UP.com) is a leading brand of Plano, Texas-based Dr Pepper/Seven Up Inc., which is the largest division of London-based beverage and confectionery firm Cadbury Schweppes plc (NYSE: CSG). Dr Pepper/Seven Up Inc. is the largest producer of noncola soft drinks in North America, with about 16 percent of the carbonated soft drink market. In addition to 7 UP, the company’s other leading brands include Dr Pepper, A&W Root Beer, Canada Dry, Schweppes, Sunkist, Squirt and Hawaiian Punch, as well as the RC Cola and Slush Puppie brands and milk-based Raging Cow. 
        Wal-Mart and many of America’s most respected companies support FLW Outdoors and its tournament trails. Wal-Mart has been the title sponsor of FLW Outdoors since 1997. For a complete list of FLW Outdoors sponsors and for more information about the premier products and services they offer, please visit FLWOutdoors.com. 

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