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From the football field to the kitchen
April 20, 2026
WISCONSIN – Crestliner Boats and Mercury Marine – both divisions of Brunswick Corporation – have formed a partnership with Matthew Golden, a 2025 first-round draft pick of the Green Bay Packers.
Golden was the first wide receiver taken in the first round of the NFL Draft by the Packers since Javon Walker in 2002.
Jamie Evans, vice president of marketing at Brunswick Boat Group, said Golden – who was raised on a ranch outside of Houston, Texas – grew up fishing and embraced the backroad culture that shaped his values, both on and off the field.
“As part of the partnership, Matthew will run a Crestliner 2050 Fish Hawk equipped with a 250HP Mercury Pro XS, a premier tournament‑ready fishing rig known for its durability, versatility and unmatched engine performance,” she said.
Golden said fishing has always been part of who he is, adding that growing up on the water taught him patience, focus and an appreciation for the outdoors – traits he carries onto the football field.
“Partnering with Crestliner and Mercury Marine feels like a natural fit, and I can’t wait to get my Fish Hawk out on the lakes more,” he said.
Crestliner General Manager Jason Oakes said Golden embodies everything the company values – “grit, integrity and a genuine love for fishing and the outdoors.”
“We’re thrilled to welcome Matthew to the Crestliner family and provide a Fish Hawk that matches his passion for fishing and the outdoors,” he said.
More on the partnership
Evans said Crestliner and other Brunswick Corporation brands are always looking for ways to “get the word out and enhance the brand.”
She said the company has a number of brands with strong heritage and legacy, including Crestliner, which is celebrating its 80th anniversary this year.
“As we continue to think forward in terms of how to engage with newer audiences and reach new consumers, we want to find ways to show up unexpectedly,” she said. “One of those ways is to have partnerships with influencers who might be considered unexpected. Matthew Golden was one of those opportunities.”
Building on his earlier comments, Evans said Golden was a natural fit for the partnership.
“In his downtime, he takes some of his teammates fishing,” she said. “Being on the water and fishing, it has a calming effect. He truly leans into that statement.”
Evans said the company has worked with other athletes through its boat brands and, while seeking new partnerships, came across Golden.
She said the company takes a research-driven approach when selecting influencers.
“Matthew is very positive in terms of his rankings, in terms of sentiment and just how he presents himself,” she said. “From there, we started having conversations, and we found it was a natural fit.”
Evans said Golden – who nabbed 29 receptions for 361 yards and his first NFL touchdown during the playoffs this past season for the Packers – was “very excited” to receive the Crestliner boat as part of the partnership.
“We saw some of the videos of him getting on the boat, and he was right up to the engine,” she laughed. “He was really excited about the whole experience.”
Jeff Coad, vice president of marketing for Mercury, said Golden brings a unique perspective to the partnership because he’s “just an average person who loves to fish.”
“He also happens to be an NFL player with one of the most recognizable teams in the world – the Green Bay Packers,” he said. “If you think Wisconsin is the only state to love the Packers, that’s not the case at all – the team literally has fans around the globe. Combine that with Matthew being from Texas – another big outdoor recreation state – and the partnership is a great fit.”
Coad said Mercury has partnerships with several professional fishermen, but oftentimes, they might not relate to the average person.
“Somebody like Matthew fishes in his spare time and not for a living – just like any of the rest of us might,” he said.
With all its anglers and other sponsored partners, Coad said the company always formalizes each partnership with an agreement.
“It’s one of those things where if we do this for you, we want these three or four things back,” he said. “From a social media content perspective, you want to build your library of what you have at your fingertips. For brands like Mercury and Crestliner, where we’re posting content pretty much every day, you need an endless supply of material. With [the partnership with] Matthew, it’s pretty much content-based and use of the product.”
Coad said typically, the company doesn’t like to go beyond three years for any partnership.
“Sometimes it’s a one-year or two-year contract,” he said. “With anybody we’re working with, we want to make sure both sides are happy. It’s usually some sort of yearly negotiation.”
Strong social media presence
Evans said Golden’s Instagram following of more than 240,000 adds meaningful digital reach and credibility to the partnership.
She said he will also create social media content while on the water as part of the collaboration.
“In exchange, we want Matthew to be on the water and enjoying it,” she said. “We want him to take his teammates on the water and do everything he was doing. With that, he will obviously capture content. Along with that, he will also make appearances.”
Evans said the company recently secured Golden’s first appearance in the Green Bay area at Ken’s Sports (4455 Veterans Ave., Suamico) on April 25.
“Matthew will do another appearance, probably this spring, in the Milwaukee area,” she said. “These things are of great benefit to these partnerships that we can also bring to our dealer network.”
Evans said Golden also made a recent appearance at the Bass Pro Shops Bassmaster Classic in Knoxville, Tennessee.
“He was able to get on a boat and go out and experience with an up-and-coming pro,” she said. “It’s about putting all the opportunities Mercury Marine and Crestliner have and giving Matthew opportunities. It brings our partnerships together.”
