Big Wins, Bold Moves and Industry Shifts at the 2025 Bassmaster Classic

This year’s 2025 Bassmaster Classic brought plenty of incredible moments. Held on Lake Ray Roberts in Fort Worth, Texas, the annual event reinforced why the Classic remains the sport’s premier showcase. Swanson Russell’s Patrick Finnegan (EVP, Group Account Director), Jon Lundeen (VP, Creative Director), Greg Bousquet (Senior Art Director) and Whitney Hansen (Account Supervisor) all attended — and here's their take on what made this year’s event unforgettable.

A Young Champion Makes His Mark

At just 22 years old, Easton Fothergill delivered a masterclass in adaptability and resilience, securing his first Bassmaster Classic title. Despite challenging conditions, he outmaneuvered the competition, adjusting his strategy throughout the three-day tournament to take home the $300,000 prize.

Fothergill’s victory isn’t just another win — it’s a sign of a new wave of anglers making their mark on the sport. Younger competitors are proving that experience isn’t the only factor that determines success at the highest level. Through the right mix of skill, preparation and technology, these newcomers are closing the gap and changing the way consumers are looking at professional anglers while also challenging brands to reassess their approach to their own pro staffs.

2025 Bassmaster Classic Inset - Easton Fothergill

Photo courtesy of B.A.S.S.

Forward-Facing Sonar Controversy Continues

Marine electronics continue to shape competitive fishing, but not everyone is thrilled about it. Forward-facing sonar (FFS) has become an essential tool for B.A.S.S. Elite Series anglers, yet its growing dominance is raising concerns about whether it’s good for the sport.

Some argue that such technology diminishes the “watchability” of the sport, raises conservation concerns and creates a high barrier to entry for new anglers. Others point to the more enjoyable fishing experience and increased success that also come with these advancements. As FFS continues to reshape the sport, expect more conversations around its role in competition, its impact on fish populations, its accessibility to anglers — and potentially, more rule adjustments.

2025 Bassmaster Classic Inset - Tailgate

Fan Experiences Reach a New Level

In addition to the traditional expo space and weigh-in experiences, the Bassmaster Classic Tailgate returned for its second year and proved to be more than just an add-on to the event. Attendance was up, and more brands took advantage of this interactive space to engage with fans in new ways.

From live broadcast viewing areas to hands-on activities and giveaways, the Tailgate gave attendees a reason to go beyond the expo hall. With its growing success, it’s likely we’ll see even more investment from brands looking to engage directly with fishing fans.

Big Brands Sat It Out

One of the biggest surprises of the event wasn’t on the water but instead happened on the exhibition floor. Notable rod and reel, bait and sunglass brands had reduced footprints or chose not to participate this year.

Without their presence, competitors had a bigger spotlight to showcase their latest gear. The challenge for these absent brands will be to find alternate ways to connect with their audiences potentially at a more unique and individualized level. Amid broader economic fears and the prospect of tariffs, all brands are looking to invest their marketing dollars in places where they can show a clear and more immediate return on investment.

Optimism is Back

After a post-pandemic slump, there are signs that the marine and fishing industries are stabilizing. Retailers and brands are seeing renewed energy both in-store and online which is encouraging after a soft 2024. While challenges remain, the overall sentiment coming out of the Classic suggests that the industry could be turning a corner and, even if that’s not actually the case, opportunities persist for brands with the right strategies and products.

Photo courtesy of B.A.S.S.

The 2025 Bassmaster Classic wasn’t just about the competition — it was a reflection of where the fishing world is headed. Between young stars rising, heated debates over technology and shifts in brand engagement, this year’s event gave us a peek into what’s next. One thing that remains unchanged? The passion for the sport is as strong as ever.

Swanson Russell, the Nation’s Leading Agency for Brands That Work and Play Outdoors, is a full-service advertising and marketing agency in Lincoln and Omaha, NE. We’re on a mission to Make Belief™ by uncovering a brand’s reality, unleashing creative possibilities and building trust over time. See the work we’ve created, get to know our approach — then, contact us to see how we can help.