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Ranger Boats And Rapala Announce Strategic Marketing Alliance

Ranger Boats and Rapala have joined in a strategic marketing alliance. Rapala is now the "Official Lure of Ranger Boats" and Ranger is the "Official Boat of Rapala." Rapala and Ranger Boats will cross-promote their legendary products throughout the United States and Canada.

Although terms of the partnership are still being finalized, it likely will include consumer incentive programs where buyers of a new Ranger boat could receive complete Rapala fishing packages, including rods, reels, line, lures and tools, making their boat ready for fishing the moment they pull out of the dealer’s lot. Other possibilities include in-store promotions, joint advertising, fishing tournament sponsorships, licensing agreements and other arrangements.

"We are excited about partnering with Rapala, the best-known name in fishing," said Randy Hopper, president of Ranger Boats. "This partnership will benefit both brands, and we look forward to leveraging the many opportunities it presents."

"People who know fishing know Ranger Boats," said Tom Mackin, president of Normark Corporation, the U.S. marketing and distribution unit of the Rapala VMC Group. "Working together, we can focus our strengths on a customer we both understand very well - people who love to fish."

Ranger Boats, headquartered in Flippin, Ark., is the nation’s largest manufacturer of premium fiberglass fishing boats, including a series of bass, multi-species, fish ’n play and saltwater boats. Founded in 1968 by Forrest L. Wood, Ranger Boats continues its commitment to building the highest quality, strongest performing boats on the water.

Much like Ranger leads the premium fishing boat industry, Rapala leads the tackle industry. In the 1930s Lauri Rapala hand-carved a bait that perfectly imitated a wounded minnow. Today, Rapala is the most respected name in fishing lures, and its family of brands includes Rapala, VMC, Blue Fox, Storm, Luhr Jensen, Williamson and Terminator. The company’s expertise extends far beyond lures to include fillet knives, rods and reels, line, tools and apparel, all built to the highest standard of today’s most demanding angler.