The Fishing and Marine Industry Daily News Feed

SFC Inks Unprecedented 10-Year Agreement With Salt Life

Dallas, Texas – Sport Fishing Championship (SFC) the governing body of saltwater tournament fishing, announced it has signed an unprecedented 10-year extension with founding partner Salt Life®, the performance and lifestyle brand. Salt Life has been a day-one partner with the SFC as its official apparel and sunglasses supplier.

As part of the extended relationship, Salt Life is constructing a new content studio for SFC located in Pompano Beach, Florida. Construction on the studio has begun in preparation for May 2024, the start of the third SFC season. The Salt Life studio will be instrumental in the continued development of SFC, exemplified by this season’s technological breakthroughs.

“We are blown away by the platform SFC offers and its connection to fishing fans of all kinds,” said Jeff Stillwell, President of Salt Life. “It was an easy decision to double down on our relationship and build a space that will allow for the evolution of its tournaments and the content they create. When we saw how well SFC’s model works, we chose to lean in hard!”

“Salt Life has been an incredible partner both on and off the water,” said Mark Neifeld, CEO and Commissioner of SFC. “Providing their exceptional performance apparel, studio space and access to their brand ambassadors, Salt Life is a vital part of the SFC. We are proud of their commitment to working alongside our team for years to come.”

Now in its second season, SFC is the first offshore fishing series to feature live from-the-water tournament coverage on a premier cable sports network, bringing the adrenaline and excitement of saltwater fishing to the masses. Three-time world Sailfish Champion and Emmy-nominated television host Peter Miller, who is celebrating 10 years with Salt Life this season, will anchoring the coverage each week alongside veteran broadcaster Robbie Floyd from SFC Studios.

At the end of the 2023 season, SFC awards $1 million to the overall Billfish Champion team and $100,000 to the winners of two divisions: Atlantic and Gulf. In addition, $50,000 is awarded to anglers for the “championship fish” competitions, in which the prize money is given to the four anglers with the heaviest of four species: mahi mahi, yellowfin tuna, bigeye tuna and wahoo.

Fans can watch SFC action on CBS Sports Network and broadcasts will also be available on YouTube.

To learn more about the Sport Fishing Championship Season, visit

Keep your finger on the fishing industry pulse

The Definititive News Source of the Fishing & Marine Industry