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Rapala Launches Anglers’ Legacy Holiday Pledge Drive; Encourages Giving the Gift of Fishing

ALEXANDRIA, VA (December 10, 2008) – Rapala®, the company recognized for its famous fishing lures, is kicking off a holiday-inspired Anglers’ Legacy Pledge drive today, the Recreational Boating & Fishing Foundation (RBFF) announced.

ALEXANDRIA, VA (December 10, 2008) – Rapala®, the company recognized for its famous fishing lures, is kicking off a holiday-inspired Anglers’ Legacy Pledge drive today, the Recreational Boating & Fishing Foundation (RBFF) announced. Rapala is asking anglers to take the Anglers’ Legacy Pledge and give the gift of fishing this holiday season by introducing someone new to the sport. Those who take the Pledge at Rapala.com/Pledge are eligible to win one of several fishing tackle items donated by Rapala and other partners, including Sufix, Shimano, Plano, Minn Kota/Humminbird and Costa Del Mar. The contest will be promoted through e-mails and online at Rapala.com/Pledge through December 22, 2008 with a goal of recruiting 5,000 new Anglers’ Legacy Ambassadors.

Rapala Launches Anglers' Legacy Holiday Pledge Drive; Encourages Giving the Gift of Fishing“We are happy to be working with Rapala to encourage boaters and anglers to introduce newcomers to the sport,” said RBFF President & CEO Frank Peterson. “I hope people are inspired this holiday to take the Anglers’ Legacy Pledge and get new people out on the water. Boating and fishing enhance our natural resources and if we can mobilize avids to teach newcomers, we can make a big impact on future participation and conservation efforts.”

“The holiday season is a perfect time of year to encourage people to share the sport of fishing with others,” said Rapala Marketing Manager Kelly Brockpahler. “Rapala is excited to be partnering with RBFF and other industry leaders on this holiday promotion.”

Anglers’ Legacy, a program aimed at increasing first-time boating and fishing experiences, has signed on more than 75,000 Ambassadors nationwide since its inception in May 2006. Based on a recent RBFF survey, Ambassadors purchase approximately $140 in fishing tackle and equipment, $153 in boating supplies and accessories, and more than three fishing licenses which support critical fish and wildlife management efforts through the Sport Fish Restoration Program.

About Rapala

Rapala is a leading fishing tackle company and the global market leader in the fishing lures, treble hooks and fishing related knives and tools. The Group also has a strong global position in other fishing categories. The Group has its own distribution companies in all the main markets and the largest distribution network in the industry. The main manufacturing facilities are located in Finland, France, Estonia, Russia and China. The Group brand portfolio includes the leading brands in the industry, Rapala, and other global brands like VMC, Storm, Blue Fox, Luhr Jensen, Williamson, Terminator, Trigger X, Sufix and Marttiini. The Group, with net sales of EUR 242 million in 2007, employs more than 4,000 people in 30 countries.

About RBFF

RBFF is a nonprofit organization established in 1998 to increase public awareness and appreciation of the need to protect, conserve and restore the nation’s aquatic natural resources. RBFF helps to increase participation in recreational angling and boating through national outreach programs including the Take Me Fishing™ campaign and Anglers’ Legacy™.

Those who “Take the Pledge” and promise to introduce newcomers to boating & fishing are eligible to win prize packages donated by Rapala & other partners.



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