Outdoor Channel and NSSF Announce Innovative Marketing Partnership for 2011 SHOT Show

NEWTOWN, Conn.—The National Shooting Sports Foundation—the trade association for the firearms and ammunition industry—and Outdoor Channel have announced an unprecedented marketing partnership for the 2011 Shooting Hunting and Outdoor Trade Show (SHOT Show). As part of the deal, Outdoor Channel will be the major sponsor of the SHOT Show’s State of the Industry gala event.

“We are very excited about this agreement with Outdoor Channel that enhances the overall impact the SHOT Show has in our industry and also reinforces Outdoor Channel’s position as America’s Leader in Outdoor TV,” said Chris Dolnack, senior vice president and chief marketing officer of the National Shooting Sports Foundation, owner of the SHOT Show. “We have always had a great working relationship with Outdoor Channel, and their forward thinking has taken them to a new level in our industry.”

Though all details were not released, NSSF says the agreement makes Outdoor Channel the sole sponsor of the industry’s premiere event, the SHOT Show State of the Industry dinner and awards ceremony. The agreement also includes elements that will provide Outdoor Channel with major exposure at the show, including a hospitality suite, branded informational kiosks, signage throughout the Sands Expo and Convention Center and guerilla marketing teams walking the show floor. Outdoor Channel’s category-leading talent, such as Ted Nugent and Michael Waddell, also will make appearances in two prominent locations. Additionally, the network will continue to produce and expand SHOT Show TV, the official daily television production of SHOT Show.

The SHOT Show is the largest and most comprehensive trade show for all professionals involved with the shooting sports and hunting industries. It is the world’s premier exposition of firearms, ammunition, cutlery, outdoor apparel, optics, camping and related products and services. The SHOT Show attracts buyers from all 50 states and more than 100 countries. The SHOT Show is owned and sponsored by the National Shooting Sports Foundation and is produced and managed by Reed Exhibitions.

“We are extremely excited about working even more closely with the National Shooting Sports Foundation,” said Denise Conroy-Galley, senior vice president of marketing and research for Outdoor Channel. “This new partnership is a win-win, as it allows us to showcase our best-in-class brand, and it reinforces the SHOT Show as the crown jewel of the outdoor industry. We wanted to blaze new trails and approach the 2011 SHOT Show in a bigger and completely unique way. This agreement confirms our commitment to be the very best with the very best.”

Outdoor Channel is America’s Leader in Outdoor TV, featuring quality programming designed to entertain and educate outdoor enthusiasts of all skill levels. The channel promotes the traditional outdoor activities that are a vital part of our national heritage including fishing, hunting and shooting sports. The network produces 100% of its programming in high-definition (HD) and is the only full-time outdoor programmer that is Nielsen-rated and publicly-traded. The combination of exclusive all HD content, category-leading celebrities and a first class online offering solidifies Outdoor Channel’s leadership position in an editorial category that boasts nearly 90 million enthusiasts who spend around $120 billion a year on outdoor activities.

Learn more about the SHOT Show at shotshow.org.

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About NSSF
The National Shooting Sports Foundation is the trade association for the firearms industry. Its mission is to promote, protect and preserve hunting and the shooting sports. Formed in 1961, NSSF has a membership of more than 5,500 manufacturers, distributors, firearms retailers, shooting ranges, sportsmen’s organizations and publishers. For more information, log on to www.nssf.org.

About Outdoor Channel Holdings, Inc.
Outdoor Channel Holdings, Inc. (NASDAQ: OUTD) owns and operates Outdoor Channel, America’s leader in outdoor TV, and Winnercomm Inc., an Emmy Award winning production and interactive company. Outdoor Channel offers programming that captures the excitement of hunting, fishing, shooting, off-road motorsports, adventure and the Western lifestyle and can be viewed on multiple platforms including high definition, video-on-demand, as well as on a dynamic broadband website. Winnercomm Inc. is one of America’s leading and highest quality producers of live sporting events and sports series for cable and broadcast television. Winnercomm also owns and operates the patented Skycam and CableCam aerial camera systems which provide dramatic overhead camera angles for major sports events, including college and NFL football. For more information, please visit www.outdoorchannel.com.