BASS today announced that Bass Pro Shops will build on the marketing alliance formed last year by assuming title sponsorship of the Bassmaster Opens in 2010-2011. With the agreement, final-day weigh-ins of select Bassmaster Open events will be held at Bass Pro Shops stores.

As part of the multiple-year collaboration, Bass Pro Shops will also have a presence at the 2011 Bassmaster Classic and all 2010-2011 Bassmaster Opens and Bassmaster Elite Series events. The relationship will allow each industry-leading company to integrate both brands across their respective platforms.

"We look forward to continuing our relationship with the premier bass fishing organization in America and the benefits it brings to our loyal customers," said Johnny Morris, Bass Pro Shops founder.

The agreement also calls for joint marketing programs, including the continued opportunity for BASS members to earn Bass Pro rewards points. Additionally, Bass Pro Shops will serve as the official apparel provider of the Bassmaster Elite Series marshal program and conduct Bassmaster University seminars at Bass Pro Shops' various retail events.

As the official apparel provider, Bass Pro will provide Marshals with apparel and a $25 gift card for all participants. The Marshal program provides BASS members the opportunity to ride along with Elite Series pros for a full day of tournament fishing from the best seat in the house.

"We recognize and appreciate the significant brand power that Bass Pro Shops has in the industry," said Tom Ricks, vice president and general manager, BASS. "Fishing fans will continue to benefit from this growing relationship."

Bass Pro Shops is associated with a number of Bassmaster Elite Series anglers including Kevin VanDam of Kalamazoo, Mich., and Rick Clunn of Ava, Mo., each former winners of both the Toyota Tundra Bassmaster Angler of the Year award and the Bassmaster Classic.