Humminbird, a leading manufacturer of fishing electronics since 1971 and a longtime partner with B.A.S.S., has reached a deal to be the title sponsor for the 2024 season finale of the Bassmaster Elite Series.

The Humminbird Bassmaster Elite at St. Lawrence River will be held Aug. 15-18 in Waddington, N.Y. The winner will receive an automatic berth into the 2025 Bassmaster Classic, and the final standings will be determined for the Progressive Insurance Bassmaster Angler of the Year race.

“We at Humminbird are excited to further support an event held at a venue where our anglers have a history of remarkable performances,” said Brad Henry, senior brand manager for Minn Kota and Humminbird. “The St. Lawrence River's reputation as a premier smallmouth fishing destination aligns seamlessly with our commitment to excellence. We anticipate an electrifying conclusion to the season, showcasing our talented anglers and the new, innovative technologies we’ve brought to the table at Humminbird."

Bassmaster Elite Series pros who use Humminbird electronics include two-time Angler of the Year Brandon Palaniuk and popular Australian pro Carl Jocumsen — and Henry isn’t exaggerating at all about the St. Lawrence River’s reputation as a premier smallmouth destination.

B.A.S.S. has visited the venue 25 times for major events through the years, including for the past seven years in a row, and the weights have been steadily rising. In 2022, a then-record four-day catch of smallmouth weighing 102 pounds, 9 ounces took the title. That record was broken last year when it took 105 pounds to hoist the trophy.

The picturesque fishery, which borders New York and Canada and flows into Lake Ontario, ranked No. 2 on Bassmaster Magazine’s 2023 100 Best Bass Lakes list.

“Just when you think that fishery can’t get any better, it turns out another, even more incredible event,” said B.A.S.S. CEO Chase Anderson. “We can always expect a great event when we go there, and to have a great company and brand like Humminbird serve as the title sponsor will just be the perfect way to cap another fantastic season.”

Live coverage of all four days of the Humminbird Bassmaster Elite at St. Lawrence River starts Thursday, Aug. 15 on Bassmaster.com and the FOX Sports digital platforms. FS1 will also broadcast live with the tournament leaders beginning at 8 a.m. ET on Saturday and Sunday.