BIRMINGHAM, Ala. — B.A.S.S. today announced an expanded multiyear partnership with Mercury Marine and Lowrance, two of the most respected brands in the marine industry. As part of the agreement, Mercury Marine will continue its title sponsorship of the B.A.S.S. Nation and continue as a premier sponsor of B.A.S.S., while Lowrance will serve as the presenting sponsor of the B.A.S.S. Nation and the title sponsor of the 2026 Bassmaster Elite at the St. Lawrence River as well as a 2027 Bassmaster Elite Series event.

Mercury Marine and Lowrance are both part of Brunswick Corporation, the world’s largest recreational marine company and the parent to many of the industry’s most innovative brands. Brunswick’s portfolio emphasizes cutting-edge technology, reliability and performance — values that align directly with the needs of Bassmaster anglers from grass-roots competition to the Progressive Bassmaster Elite Series.

The strengthened relationship highlights the company’s shared commitment to supporting grass-roots anglers, advancing technology on the water and powering the highest levels of competitive bass fishing.

“Brunswick Corporation is delighted to extend our partnership with B.A.S.S. for the 2026 and 2027 seasons,” said Lauren Beckstedt, Chief Marketing Officer at Brunswick Corporation. “Our brands, particularly Mercury Marine and Lowrance, have maintained a long and successful relationship with B.A.S.S. This continuation further solidifies our brands’ preference among the sport’s leading names, and we look forward to showcasing them throughout the season, especially during the Bassmaster Classic in Knoxville in March.”

As title sponsor of the B.A.S.S. Nation, Mercury Marine will continue its long-standing investment in the grass-roots level of competitive fishing, supporting anglers who advance through state and regional competition toward the opportunity to compete on the sport’s biggest stages.

Lowrance’s role as presenting sponsor further reinforces its commitment to helping developing anglers leverage cutting-edge sonar and navigation technology from their earliest competitive experiences.

Lowrance’s event sponsorships offer the brand marquee visibility at two of the most anticipated tournaments on future schedules.

“Mercury Marine and Lowrance have been integral to the growth of our sport and the success of anglers across every level of competition,” said Phillip Johnson, Chief Operating Officer of B.A.S.S. “Their continued investment in the B.A.S.S. Nation and the Elite Series underscores the strength of these programs and the passion shared by the anglers who rely on their products. We’re proud to continue building on a partnership that elevates the experience for competitors and fans alike.”

The expanded partnerships will be showcased across tournament venues, livestreamed coverage and fan activations throughout the 2026 and 2027 Bassmaster seasons, including the 2026 Bass Pro Shops Bassmaster Classic presented by Under Armour in Knoxville this March, where Mercury Marine and Lowrance products will be visible at every level of the competition.

About Brunswick Corporation:

Brunswick Corporation (NYSE: BC) is the global leader in marine recreation, delivering innovation that transforms experiences on the water and beyond. Our unique, technology-driven solutions are informed and inspired by deep consumer insights and powered by our belief that “Next Never Rests™”. Brunswick is dedicated to industry leadership, to being the best and most trusted partner to our many customers, and to building synergies and ecosystems that enable us to challenge convention and define the future. Brunswick is home to more than 60 industry-leading brands. In the category of Marine Propulsion, these brands include, Mercury Marine, Mercury Racing, MerCruiser, and Flite. Brunswick’s comprehensive collection of parts, accessories, distribution, and technology brands includes Mercury Parts & Accessories, Land ‘N’ Sea, Lowrance, Simrad, B&G, Mastervolt, RELiON, Attwood and Whale. Our boat brands are some of the best known in the world, including Boston Whaler, Lund, Sea Ray, Bayliner, Harris Pontoons, Princecraft and Quicksilver. Our service, digital and shared-access businesses include Freedom Boat Club, Boateka and a range of financing, insurance, and extended warranty businesses. While focused primarily on the marine industry, Brunswick also successfully leverages its portfolio of advanced technologies to deliver an exceptional suite of solutions in mobile and industrial applications. Headquartered in Mettawa, IL, Brunswick has 17,000 employees operating in 25 countries. In 2023, Brunswick was named by Forbes as a World’s Best Employer and as one of America’s Most Responsible Companies by Newsweek, both for the fourth consecutive year. For more information, visit www.Brunswick.com.

 

About B.A.S.S.

B.A.S.S., which encompasses the Bassmaster tournament leagues, events and media platforms, is the worldwide authority on bass fishing and keeper of the culture of the sport, providing cutting-edge content on bass fishing whenever, wherever and however bass fishing fans want to use it. Headquartered in Birmingham, Ala., the organization’s fully integrated media platforms include the industry’s leading magazines (Bassmaster and B.A.S.S. Times), website (Bassmaster.com), TV show, radio show, social media programs and events. For more than 50 years, B.A.S.S. has been dedicated to access, conservation and youth fishing.

The Bassmaster Tournament Trail includes the most prestigious events at each level of competition, including the Progressive Bassmaster Elite Series, Turtlebox Bassmaster Opens Series presented by Battery Tender, Nitro Boats Bassmaster Elite Qualifiers Series presented by Bass Pro Shops, Mercury B.A.S.S. Nation Qualifier Series presented by Lowrance, Strike King Bassmaster College Series presented by Bass Pro Shops, Strike King Bassmaster High School Series, Bassmaster Junior Series, TNT Fireworks Bassmaster Team Championship, Newport Bassmaster Kayak Series presented by Native Watercraft, Bassmaster College Kayak Series, Yamaha Bassmaster Redfish Cup Championship presented by Skeeter and the ultimate celebration of competitive fishing, the Bass Pro Shops Bassmaster Classic presented by Under Armour.