Last week ESPN/B.A.S.S. mailed out a package to all BASSMASTER Tour pros that explained the requirements of the Busch B.A.S.S. Angler of the Year (AOY) program. This was the much-anticipated outcome of the "Busch patch" question -- namely, Do pros have to wear it? The answer is yes, at least if they want any career at all on the BASSMASTER Tour.

Cover Letter

Tour pros received a binder from B.A.S.S. that contained, among other things, a long letter and a videotape of the Busch commercial featuring Kevin VanDam.

The letter was covered by a note by B.A.S.S. VP and general manager Dean Kessel that starts: "It is with great pride and purpose that B.A.S.S. presents to you what we believe is a ground-breaking program with a partner that will add incremental value to all involved as we collectively evolve the sport of bass fishing to the next level."

But a few pros noted that the last line of a paragraph at the end of Kessel's note hints at the meat of the issue: "We believe that you will agree that we are about to enter into an entirely new era for professional bass fishing, and we encourage you to be a part of the future."

'Key Questions'

The next page of B.A.S.S.'s letter lists a series of "key questions" including:

> Are you satisfied with where the sport/industry is today, or do you expect bigger and better things longer term?

> Do you believe that change can take place without some level or risk, uneasiness or compromise?

> All things considered, do you believe that the sport/industry is better off today than it was prior to ESPN and new B.A.S.S. management?

Here's the paragraph at the end of the questions, the last part of which, according to a few pros, again hints at the meat: "If your answers to the above (questions) are in the direction of growth, change, 'angler elevation' and confidence in 'the new management,' then we're confident that you will be pleased with the future that lies ahead for those who partner with B.A.S.S."

The Vision

The pros who steered BassFan.com to the above paragraphs pointed out that that language could imply that some anglers might not want to be "part of the future" or may not want to "partner with B.A.S.S." The question is: Why shouldn't they?

The answer to that question has to wait, as the next page of the letter covers "the vision" B.A.S.S. has for the sport.

Elements of the vision include:

> A desire to "grow the sport/industry" of bass fishing.

> Bringing "more visibility, attachment and following to the angler." B.A.S.S. stated: "The result is a more passionate following of the sport, leading to increased revenue/income, primarily to the anglers."

> The Busch AOY program will help accomplish this by "(elevating) the anglers' exposure well beyond that seen today; (creating) healthy 'competition' throughout the year which drives the 'emotional attachment' by fans/consumers;' (enabling) the Classic to function as the 'all-star' event vs. 'the only major event' that B.A.S.S. offers; (putting more money) on the table for the sport, especially for anglers."

B.A.S.S. then stated that for that to happen, the pros "must be willing to change/compromise" and "must look beyond the (next) calendar year."

Qs and As

ESPN/B.A.S.S.'s next step was to list some questions they assumed were on the pros' minds, and take a stab at answering them. Among the answers:

> "This is not about controlling or constricting any part of the sport. All sanctioning bodies/oversight organizations have rules and processes that exist and develop for obvious reasons."

> "B.A.S.S. (and) its sponsors have put more money back into the sport over the past year than has been done in recent history."

> "The new B.A.S.S. organization is the one with the vision and commitment to elevate the role of B.A.S.S. anglers within the sport as a major growth strategy."

> "B.A.S.S. does not expect any angler to endorse a B.A.S.S. sponsor.... Participating in the NASCAR Winston Cup, Busch or Craftsman truck series does not obligate or imply that one uses or endorses those series' sponsor's products. It is, however, expected and logical that one would be appreciative of and supportive of their involvement in the sport." For example, "B.A.S.S. has not asked anyone to endorse CITGO...though they have made a tremendous partner and a difference to our sport."

> On conflicts between an existing sponsor and a B.A.S.S. sponsor (e.g., Busch): "If an angler has a conflict from their sponsor, that is for (the angler) to negotiate and resolve."

> "B.A.S.S. would agree that not all companies/products are appropriate candidates for sponsorship in our sport. We strongly take exception to that point of view about Anheuser-Busch and their Busch brand.... They responsibly market their products to an adult user and are proactive in their efforts to ensure their products are appropriately consumed. In addition, they have demonstrated their ability to help various sports/industries effectively grow their business."

The Meat: The Requirements

Next B.A.S.S. listed the requirements of the Busch AOY program, which caught every pro by surprise.

The pros aren't surprised that B.A.S.S. is requiring that they wear a Busch AOY patch (2 7/8 x 2 1/2 inches on their left sleeve) and display the same logo on their boats (4 1/8 by 4 1/2 inches) "in a visible position while on the water." Some pros have sponsor contracts that forbid one or both of those things, but they were expecting them.

What they weren't expecting was the new "do it or else" requirement.

When the Busch AOY program was first announced at the 2002 Classic, no mention was made of it being a contingency program -- which means that anglers would have to do something in order to be eligible for the new $200,000 AOY purse.

Six weeks later, the pros learned it would likely be a contingency program, which several pros didn't like. In other words, they didn't like the fact that they would have to wear the Busch patch and run a Busch decal on their boats to be eligible to win the AOY money, something that had never before been mentioned by ESPN and B.A.S.S.

At that time B.A.S.S. said that it was likely that when the Busch AOY program was finalized, the pros could opt out of the money -- meaning that if they didn't wear the patch, they could still win AOY but wouldn't get the money. The example given by Hunter Cole, B.A.S.S. director of sponsorships and television, was the Bud Pole award in the NASCAR Winston Cup. In that program, teams that display the Bud logo and win the pole (fastest qualifying time) get money from Bud, while teams that don't display the Bud logo can still win the pole but won't get the money.

But shortly thereafter, ESPN/B.A.S.S.'s position changed. In September B.A.S.S. told some pros on its Athletes Advisory Council that if they didn't wear the Busch patch and display Busch on their boats, they not only wouldn't be eligible to win the AOY money, they would not be able to accumulate points -- and therefore would not be able to win AOY, make the Classic or requalify for the following year's tour.

Naturally the pros were furious, and ESPN/B.A.S.S. knew it. Subsequently, several top pros said they received assurances from high-placed ESPN and/or B.A.S.S. personnel that the "no patch, no points" scenario would not happen.

But it has. Here's what B.A.S.S. wrote to the pros: "Should an angler elect not to participate in the Busch B.A.S.S. Angler of the Year program, he/she will be unable to accumulate AOY points and, therefore, be subject to not requalifying for the 2004 BASSMASTER Tour season and (not qualifying for) the 2003 Classic."

In other words, no Busch patch and decal means no points, no AOY, no Classic, no requalifying for the BASSMASTER Tour. Another way to state it is: No patch, no B.A.S.S. career.

There's Always the Opens

B.A.S.S. also stated: "The new Busch AOY program in no way limits an angler's ability to qualify/participate in the Classic. Even if an angler chose for some personal reason not to participate in the AOY program, (he) would still be able to qualify for the Classic via the Opens or other past performance criteria (presumably current AOY and defending Classic champ)."

In other words, if any tour pros don't want to wear the patch, there's always the Opens.

The Benefits

Here's what those who do wear the patch and display the decal are eligible for. First, the payout for the 2003 Busch AOY program:
> 1st -- $100,000
> 2nd -- $20,000
> 3rd -- $15,000
> 4th -- $11,000
> 5th -- $10,000
> 6th -- $9,000
> 7th -- $8,000
> 8th -- $7,000
> 9th -- $6,000
> 10th -- $5,000

Also, after the first nine BASSMASTER Tour events, the AOY points leader will get $1,000 and a special AOY leader life jacket.

For the eventual winner Busch will also fund and orchestrate three media appearances, and use that pro's likeness in point-of-sale, radio, TV and Internet ads. All of that could amount to a huge amount of exposure for the pro and the sport.

B.A.S.S. Bottom Line

B.A.S.S. stated: "If one looks at this program with an open mind and a long-term vision, they will see that it is positive and consistent with other success models in other sports. This program is developed for and directed at the anglers, to give them more visibility, prestige and income. Furthermore, it does so without any angler having to do anything significantly different than they do today."

Initial Feedback

At this point no pros wanted to go on the record with their comments, which were universally negative.

However, most pros with whom BassFan.com spoke weren't upset about the fact that all of this involved beer. A few said they felt bad about Busch getting "caught in the middle" of this.

Rather, they were upset at B.A.S.S.'s no point accumulation policy and its ramifications, and the after-the-fact, 11th-hour, no-previous-mention nature of this contingency program. Several wondered aloud if they should just concentrate on the FLW Tour. Two worried that if they did that that they might have to change boat companies.

The reason none of the pros wanted to go on the record right now is that the Athletes Advisory Council is scheduled to meet tomorrow with ESPN and B.A.S.S. officials at B.A.S.S. headquarters in Montgomery, Ala. The pros wanted to wait for the outcome of the meeting before commenting, though they noted that the main subject of that meeting was supposed to be the requirements of the Busch AOY program. Apparently ESPN/B.A.S.S. has already decided that, they said.

Also, since the Council is essentially the board of the Professional Anglers Association (PAA) -- even though B.A.S.S. won't officially recognize nor work with the PAA -- all pros with whom BassFan.com spoke see this as the do or die issue for the PAA.

Stay tuned for more on this, from B.A.S.S. and the pros.

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