Jockey lands 2024 Bassmaster Classic presenting sponsorship

BIRMINGHAM, Ala. — B.A.S.S. and Jockey International, Inc. (Jockey), a family-owned company recognized around the world for its premium underwear and apparel, are proud to announce an exciting new partnership for the 2024 bass fishing season. Jockey will serve as the presenting sponsor of the upcoming Bass Pro Shops Bassmaster Classic in Tulsa, Okla., to be held March 22-24 on Grand Lake O’ the Cherokees.

For nearly 150 years, Jockey has provided generations of families with the ultimate comfort. From innerwear staples to exclusive outerwear collections — like Jockey Outdoors by Luke Bryan — Jockey has consistently led innovation to give consumers solutions for everyday comfort, support and performance.

Luke Bryan, a country music superstar and world-renowned partner to Jockey since 2020, was heavily involved in the design and details of Jockey Outdoors by Luke Bryan, bringing his huntin’, fishin’ and lovin’ every day spirit, easygoing style and love for the outdoors to the collection.

Jockey Outdoors by Luke Bryan launched in 2022 and is designed to be tough on the outside and soft but strong on the inside. Engineered with intelligent layers, premium fabrics and performance technology, the pieces are designed to layer, with seams strategically placed to eliminate bulk and keep outdoorsmen covered and comfortable.

“The Bassmaster Classic is the world’s most prestigious professional bass tournament, with a large base of passionate fans,” said Tom Hutchison, vice president of marketing at Jockey. “We’re blessed to be partnered with the event, supporting the anglers and having some fun with the community of fans. At Jockey, family, tradition and community are values we hold dear, and we know they’re important to our customers as well. We look forward to meeting all the anglers and fans in Tulsa and connecting over some great fishing stories.”

As part of its Bassmaster Classic sponsorship, Jockey will release limited edition Bassmaster Classic x Jockey Outdoors by Luke Bryan gear available for purchase only at the Classic, featuring unique badges and exclusive designs.

Jockey will also feature several unique activations at the Classic, sure to delight fans:

  • Jockey and Trackhouse Racing NASCAR Cup Series Driver Ross Chastain will be in attendance at the Bassmaster Classic
  • Partnering with Trackhouse Racing to bring the Jockey Outdoors by Luke Bryan Bassmaster Classic-themed racecar to Tulsa for an exclusive photo opportunity for fans of fishing and racing — the beautiful artwork on the Bassmaster Classic-themed design is courtesy of Al Agnew, a world-famous American naturalist painter known for his work capturing wildlife and scenery in realistic detail
  • Offering fans a chance to win a racing experience to watch Trackhouse Racing compete in Michigan in August, plus a travel credit courtesy of Jockey
  • Distributing exclusive Jockey x Bassmaster Classic swag to fans at the weigh-ins each day of the tournament
  • Giving fans a chance to win prizes with unique games and activations at the Jockey booth in the Bass Pro Shops Bassmaster Classic Outdoors Expo presented by GSM Outdoors 
  • Outfitting all Bassmaster staff and Bassmaster on-air broadcast talent in Jockey Outdoors by Luke Bryan apparel

The Bassmaster Classic is sportfishing’s most iconic event. In 2023, the world championship of bass fishing set a new all-time attendance record, with 163,914 fans visiting Knoxville, Tenn. The event almost broke the internet, as fans streamed 32.7 million minutes of content across Bassmaster LIVE digital platforms, breaking all previous viewing records. And the live coverage on FOX and FS1 reached 4.5 million viewers across the two days of coverage on those networks. Sunday’s final hours on FOX, highlighting Jeff Gustafson’s nail-biting victory, became the most-watched Bassmaster telecast on any network since 2009.

“We are thrilled to welcome Jockey as the presenting sponsor of the Bassmaster Classic,” said B.A.S.S. CEO Chase Anderson. “Our organizations are aligned in that we are founded on American values. The Bassmaster Classic is the Super Bowl of our sport, and I can’t think of a better platform to highlight Jockey’s outstanding products. I know our Bassmaster team members and talent are looking forward to wearing and promoting Jockey Outdoors by Luke Bryan apparel on the biggest stage in bass fishing.”

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