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Fishing’s Future

Iconic fishing brand helps bring angling to future generations


One of the world’s best-known fishing brands has teamed up with the Fishing For Schools (F4S) project in Europe to help bring angling to future generations.

Shakespeare, one of the Pure Fishing portfolio of brands, will support F4S, founded by renowned fly fisherma, Charles Jardine, with product and other resources.

Dave McCartney, European Brand Marketing Manager for Shakespeare, said: “We have been looking for the right grassroots initiative to support for several years. F4S caught our attention and the more we learned about the charity, the more we wanted our brand to support it with resource, product and any other assistance that it would like from us.

“Shakespeare is the go-to grassroots brand and has the right product to help support the fantastic sessions that F4S delivers. We firmly believe that grassroots is our future and is at the core of the Shakespeare brand ethos.”

Jardine said of the announcement: “To have a global brand like Shakespeare acknowledge F4S is an incredible testament to how far we have come. The partnership is exciting and progressive. It paves the way forward for a bright new future for both of us.

“Who knows where it will end? One thing is certain, young anglers will benefit now and way into the future and that must be healthy for our sport.”

TV angling personality and Shakespeare ambassador Matt Hayes – arguably the UK’s best-known angler – welcomed the development. “F4S is a bold, ambitious project that offers many young people a gateway to the natural world. It also delivers a whole host of benefits in terms of mental and physical health.

“Angling is a gift for life and thanks to F4S and Shakespeare, the angling community is reaching out to youngsters everywhere and offering them a chance to fish, regardless of location, age, ability or disability. I am so proud to be a part of it!”

Fellow Shakespeare ambassador and fishing mum, Zenia Drury-Gregorek, added: “I am absolutely delighted that Shakespeare is supporting such an inspirational organisation that helps kids into the magical world that is fishing.

“Being a mum of two boys myself, I see the benefits that fishing brings to kids in wellbeing and mindfulness, so to see the ongoing work that F4S does to help kids to diverse into fishing and gain the endless benefits is simply fantastic. I can’t wait to see what the future holds in working with them.

“With the new starter kits that Shakespeare is launching, there will be a lot of kids with smiles on their faces and memories to be made! This is a great step forward for fishing’s next generation, with less computer consoles and more fishing poles!”

Jardine started F4S in 2007 to take young people out of the classroom and into the countryside, developing confidence and learning new skills.

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