Expanded agreement increases presence of Rapala, 13 Fishing and Crush City across MLF and MLF5 circuits

BENTON, Ky. (Oct. 15, 2026) – Major League Fishing (MLF) announced today an expanded sponsorship agreement with Rapala, a globally recognized fishing tackle brand with more than 90 years of history, strengthening the longtime relationship between the two organizations and extending the partnership across MLF and MLF5 tournament circuits beginning in 2027.

Founded in Finland in 1936, Rapala has grown from Lauri Rapala’s original hand-carved lure into one of the most recognized names in fishing, with a global presence and a diverse portfolio of brands spanning nearly every major category of the sport.

Rapala will continue as an Official Sponsor of Major League Fishing under the expanded agreement, which will feature new integrations for 13 Fishing and Crush City and span multiple levels of MLF competition, from the Bass Pro Tour to the Phoenix Bass Fishing League (BFL).

The expanded partnership will bring a new dimension to MLF’s Phoenix Fantasy Fishing Presented by 13 Fishing season and the Beat J.T. Kenney Presented by 13 Fishing challenge with MLF analyst and former professional angler J.T. Kenney. The season-long challenge gives fans the opportunity to put their picks up against Kenney during all nine Bass Pro Tour events – seven regular-season tournaments, REDCREST and Heavy Hitters – competing for bragging rights, 13 Fishing gear all season, and one-of-a-kind championship year end hardware, providing brands the opportunity to engage with fans directly while rewarding anglers competing at both the professional and grassroots levels.

New in 2027, the top-performing participant in each Beat J.T. Kenney challenge will receive a prize package from 13 Fishing including “The Chain,” one of nine custom championship chains being produced by Rapala specifically for the competition. Inspired by the oversized turnover chains made famous in college football, each chain will serve as a one-of-a-kind trophy for the event winner.  Not to mention, brand new 13 Fishing rods and reels to multiple winners each event.

The competition will culminate at the end of the 2027 season with the overall champion receiving the coveted 13 Fishing “Beat J.T.” Championship Belt.

“Rapala has been a tremendous partner of Major League Fishing, and what makes this expansion especially exciting is how many different ways we’re able to bring their brands to life across our platforms,” said Michael Mulone, MLF Vice President of Sponsorship and Business Development. “Between Rapala, 13 Fishing and Crush City, we have brands that are deeply connected to anglers and the sport, and we’re creating some really fun ways to strengthen that connection with our fans as well.”

The partnership will also reach anglers competing at the grassroots level through a new 13 Fishing contingency program for the 2027 Phoenix Bass Fishing League season.

At every BFL tournament, the 13th-place team will receive a 13 Fishing prize package featuring an Enzo rod and Shift reel – the same rod-and-reel combination used in Bass Pro Tour competition by 13 Fishing pros Dustin Connell and Banks Shaw. To support the season-long program, 13 Fishing will provide 200 Enzo rods and 200 Shift reels to be awarded throughout the BFL season.

“The momentum is now,” said Matt Jensen, Vice President of Marketing for Rapala USA brands. “Major League Fishing has so many engaging levels, and 13 Fishing is ready to support them at the same level fans have seen with our Rapala and CrushCity brands. We are building rods and reels that can be used by the best, yet fit the price point that High School, College and Regional level anglers are looking for.”

Throughout the agreement, Rapala, 13 Fishing and Crush City will be integrated across MLF’s tournament, broadcast and digital platforms, including tournament activations, MLFNOW! livestream coverage, television programming, digital and social media, MajorLeagueFishing.com and additional promotional opportunities.  MLF and Rapala are working together to bring new live content during Bass Pro Tour events, leading to more education and excitement around the innovation of their legendary action in hard and soft baits.

Additional details about the 2027 Phoenix Fantasy Fishing Presented by 13 Fishing season and the Beat J.T. Kenney challenge, including official rules and prizes, will be announced prior to the start of the 2027 Bass Pro Tour season.

For more information about Rapala, 13 Fishing or Crush City, visit Rapala.com. For complete details and updated information on Major League Fishing, its tournaments and sponsors, visit MajorLeagueFishing.com . For regular updates, photos, tournament news and more, follow MLF’s social media outlets at Facebook, X,  Instagram and YouTube.

About Rapala
RapalaVMC was unofficially founded in 1936 when Lauri Rapala invented the Rapala fishing lure. RapalaVMC has grown from humble beginnings to become a market leader in the fishing tackle industry. The brand’s functionality and high quality are known by fishermen worldwide. Rapala maintains strict standards of craftsmanship while delivering its fishing products to anglers in more than 130 countries.

About Major League Fishing
Major League Fishing (MLF) is the world’s largest tournament-fishing organization, producing more than 250 events annually at some of the most prestigious fisheries in the world, while broadcasting to America’s living rooms on CBS, Discovery, Outdoor Channel, VICE, World Fishing Network, RFD-TV, Game & Fish TV and Rumble, and on demand on MyOutdoorTV (MOTV). Headquartered in Benton, Kentucky, the MLF roster of bass anglers includes the world’s top pros and more than 30,000 competitors in all 50 states and 20 countries. Since its founding in 2011, MLF has advanced the sport of competitive fishing through its premier television broadcasts and livestreams and is dedicated to improving the quality of life for bass through research, education, fisheries enhancement and fish care.