What has helped this sport grow and has helped hold the media interest is the idea that the STA-BIL Series brings racing down to a level where just about anybody can afford to be a part of it. It really is Walter Mitty meets motorsports. In 1978 it started the Jose Cuervo Beach Volleyball series to promote its brand of tequila. The type of consumers attracted to it are usually ages 21 to 30. They tend to participate in a lot of outdoor physical activities.
Arm wrestling seems to work.
To add legitimacy to the race, Goldstein sought the blessing and advice of the American Canoe Association. I must have said that a dozen times. I said that, because it was important to him to do something that nobody else had ever thought of. 2 IEG Sponsorship Report, May 6, 1996. 3 Advertising Age, November 18, 1996.