Major League Fishing just made it official — O'Reilly Auto Parts is sticking around, and in a bigger way than before. The two organizations announced an expanded sponsorship deal that makes O'Reilly Auto Parts an Official Sponsor across every single MLF circuit, not just a handful of events here and there.
This isn't a brand new relationship starting from scratch. These two have been working together for two years already, and by all accounts it's been a good run. The new agreement takes what was already working and turns up the volume on it.
What the Deal Actually Covers
The expanded partnership stretches across the full MLF world — that means the Bass Pro Tour, all MLF5 circuit events, and the big championship moments that matter most to fans and competitors alike. One of those moments will carry some extra weight this time around.
REDCREST 2026 is set to take place in Springfield, Missouri, which also happens to be where O'Reilly Auto Parts is headquartered. For a company that started as a single family-owned store in that same city back in 1957, having its name attached to a major professional fishing championship in its own backyard is no small thing.
On the visibility side, O'Reilly Auto Parts will be showing up in more places than before. That includes enhanced features on the MLFNOW! livestream, digital content across MajorLeagueFishing.com, and brand integration at tournament sites around the country. For fans who follow MLF closely — whether they're watching from a boat ramp in the Ozarks or streaming from home — O'Reilly is going to be a more familiar face throughout the season.
Why This Pairing Makes Sense
At first glance, an auto parts company and a professional fishing organization might seem like an odd match. But spend five minutes thinking about the average person who follows bass fishing, and it starts to make a lot of sense.
Serious anglers aren't just fishermen. They're truck owners. They're guys who tow heavy boats down long stretches of highway, sometimes in rough conditions, sometimes well before sunrise. They do their own maintenance, they know their rigs, and they take preparation seriously. O'Reilly Auto Parts exists precisely for that kind of customer.
Hugo Sanchez, Vice President of Advertising and Marketing for O'Reilly Auto Parts, put it plainly: "Our customers love the outdoors, and MLF gives us the perfect opportunity to connect with anglers, boaters and weekend adventurers from every corner of the country. Whether it's towing or preparing for time on the water, we're proud to support fans and competitors with reliable products and service they can count on."
That's not just marketing language. The overlap between the customer base at a typical O'Reilly store and the audience that shows up to watch Bass Pro Tour events is genuinely significant. These are people who value function over flash, who want their gear to work when it counts, and who aren't shy about getting their hands dirty to make sure it does.
From the MLF side, Jim Wilburn, MLF President of Sales, was equally direct about the fit: "Their long-standing dedication to serving anglers, outdoor enthusiasts and everyday drivers makes them an ideal partner for MLF. This agreement highlights our shared commitment to delivering world-class events, exceptional fan engagement and lasting value for our anglers and sponsors."
A Company That Built Its Name the Hard Way
It's worth knowing a little bit about what O'Reilly Auto Parts actually is, because the company's story mirrors the kind of values that resonate in the fishing community.
Charles Francis O'Reilly and his son Charles H. O'Reilly opened the first store in Springfield, Missouri in 1957. What started as one shop in one town has grown into one of the largest automotive parts retailers in the country. Today, O'Reilly operates more than 6,500 stores across the United States, Mexico, Canada, and Puerto Rico.
That kind of growth doesn't happen by accident, and it doesn't happen overnight. It's the result of decades of consistent service, product quality, and showing up for customers in practical ways. The company has leaned heavily on what it calls the "O'Reilly Professional Parts People" — meaning the folks behind the counter who actually know what they're talking about when you walk in with a problem.
That reputation matters to the kind of customer who also happens to spend weekends on the water. When something goes wrong with a truck or trailer at 5 in the morning before a tournament, you don't want to walk into a store and get a blank stare. You want someone who can point you toward the right part, fast.
Professional Fishing and the Broader Outdoor Economy
This deal is also a reminder of how serious the professional fishing industry has become as an advertising platform. Major League Fishing bills itself as the world's largest tournament-fishing organization, and the numbers back that up. The Bass Pro Tour alone draws some of the most talented anglers in the country, competing in high-stakes events that are broadcast and streamed to a devoted audience.
That audience skews toward exactly the kind of consumer that brands in the automotive, outdoor, and recreational space want to reach. These aren't casual viewers flipping through channels. They're engaged, they're knowledgeable, and they tend to be loyal to brands that show genuine support for the sport they love.
O'Reilly Auto Parts has clearly done the math on that. Two years in, with a deepened commitment and expanded presence, the company isn't testing the waters anymore — it's fully on board.
Looking Ahead to the 2026 Season
With REDCREST 2026 in Springfield on the horizon and a full season of Bass Pro Tour and MLF5 events between now and then, there's going to be plenty of opportunity for fans to see this partnership in action. The MLFNOW! livestream audience in particular should notice the increased O'Reilly presence, as the platform has become one of the primary ways that hardcore fishing fans follow the action in real time.
For anyone who wants to keep up with how things unfold, MajorLeagueFishing.com will have the latest tournament news and sponsor updates throughout the season. O'Reilly's full product lineup — including automotive, marine, and outdoor gear — is available at OReillyAuto.com.
This is the kind of sponsorship that works because it's honest. The company fits the audience, the audience fits the company, and two years of results gave both sides enough confidence to go bigger. In professional fishing, that kind of steady, no-nonsense partnership tends to last.
