2022 Event Features

The 2022 Milwaukee Journal Sentinel Sports Show had something for everyone. Stay tuned for 2023 event features!

This Year’s Sponsors

The 2022 show wouldn’t be possible without the help of sponsors who support the outdoors life. This year, give a round of applause to Mercury Marine and Wisconsin Area Ford Dealers which can help you get anywhere you want to go on land and water. Also, kudos go out to Busch Beer (the official beer of the show), Usinger’s (official sausage), Vital Essentials (official pet food and sponsor of the Fastest Retriever Contest), Window Select (online ticket discount sponsor) and Festival Foods (official military sponsor).


More than 100 of your favorite companies will be at this year’s show to show you the latest in gear and technology, offer you tips, and basically help you get the most out of your outdoor adventures. Just want to fish or hunt? We’ve got that. Want to go on a safari? We’ve got that. Guns, boats, fishing rods, vehicles, grilling, socks, dogs, beer – it’s all here this year! See the full list of exhibitors here and our interactive map here.

Timberworks Lumberjack Show

One of the most exciting events at the show is the Timberworks Lumberjack Show. There’s nothing like watching trained lumberjack athletes compete in a variety of events, including cross-cut sawing, ax throwing, chopping, speed climbing, a chainsaw race and everyone’s favorite, the log rolling competition. Crowds love the show, as they get assigned a lumberjack to cheer on. This is something you’ll be talking about for days afterward. Watch a preview here.

Trout Pond

One of the oldest attractions at the show is still one of the favorites – the Trout Pond. The 73-foot pond is the largest indoor trout pond in the world, and more than a few guests show up simply to fish here. And you can keep it, too! Most of the state has a catch-and-release policy through mid-spring, but these guys you can keep and grill up for dinner after the show.

Family Fun

Trust us: Kids won’t be bored at this show. There’s plenty for them to do, and a special Family Adventures Pavilion will be set up as well. Here, kids can learn how to tie a fishing fly, participate in the Laser Shooting Gallery, talk turkey with Wisconsin’s Turkey Commander, ride bumper boats and more. Outdoor Heritage Education Center will also have things for kids, including the popular Touch of the Wild Exhibit. Boy and Girl Scouts receive free admission to the show in uniform on Thursday, March 10.

Air Rifle Competition

Take your best shot and compete for your share of $1,250 in cash prizes. The top 3 youth and top 3 adult shooters each day will advance to the finals on Sunday (with free return admission, excludes parking). $2 entry fee for 3 shots.

Adult Tournament: Prizes – 1st place $200, 2nd place 100, 2rd place $50. Shooting each day. Finals Sunday at 2 p.m.

Youth Tournament: Prizes: 1st place $500, 2nd place $250, 3rd place $150. Shooting each day. Finals Sunday at 3 p.m.

Tournament courtesy of the Daniel Boone Conservation League, Delta Defense and the MJS Sports Show. No advance registration required. Enter on site! Booth # 1759.

Trophy Deer Display

Also new this year is the Trophy Deer Display courtesy of the Wisconsin Buck & Bear Club. Some incredible trophy deer will be at the show, including:  

  • The state record archery kill 
  • A 29-point non-typical with points sticking out everywhere 
  • Past state records that are still favorites with hunters 
  • A former gun record from 1914 
  • A 1945 trophy deer never displayed in the area 

Kids and adults alike will enjoy looking at these majestic creatures. Revere the deer!  

Free Admission for Military

This year’s show will celebrate military members as well. Thanks to Festival Foods, all military personnel and veterans get free admission to any day of the show. Just show your military ID at the ticket window to get your free pass. In addition, at 4 p.m. on Saturday, on the Festival Foods Main Stage, the Army will hold a new recruit swear-in ceremony. And on behalf of the Journal Sentinel and Gannett, thank you for your service!

Mad Dog & Merrill

The fun-loving duo Mad Dog and Merrill will be doing several shows each day, and if you’re into grilling, be sure to attend a show. Mad Dog and Merrill are hosts of the popular “Mad Dog & Merrill’s Midwest Grill’n” TV show and key attractions at the many live events they attend across the country. At the sports show, they will focus on recipes and techniques for injectables, brines, and wild game rubs and marinades. 

Featured Appearances

This year’s show is all about fun, but you’ll also have a chance to learn quite a bit from the experts that will be on hand. There are about 20 featured speakers with expertise in fishing, cooking, hunting and more. Some of the highlights are Capt. Scott Allen (fishing), Starla Batzko (hunting and cooking), Loren Voss (turkeys), Jim Hensley (safaris) and much more. See the full list of appearances here.  

Mercury Marine Hawg Trough Stage

There will be plenty of action on the main stages, including at Mercury Marine’s, which is where the stocked 5,000-gallon Hawg Trough aquarium will be. The 10-foot-tall aquarium gives you a fish’s-eye-view of how the best fishers land their catches. Shows on the stage include “How to Catch Bass Like Pro,” “What Is Needed to be Successful Trolling on Lake Michigan?,” “How to Fish a New Body of Water,” “MUSKIE, What You Thought You Knew,” “Sturgeon Bay Springtime Tactics” and many more. See full stage schedule by day here. 

Festival Foods Main Stage

If you like dogs and lumberjacks (and, frankly, who doesn’t?), you’ll want to visit Festival Foods’ stage. Here you’ll find Donnybrook Kennel Labrador Retrievers, Milwaukee Dog Training Club, Vital Essentials Fastest Retriever Contest and Timberworks Lumberjack Show. The dog and human shows no doubt will be some of the most talked-about events on the ride home. As a bonus, this stage will also host an Army new recruit swear-in ceremony and the Big Buck Awards ceremony. See full stage schedule by day here.

Usinger’s Outdoor Grilling & Hunting Stage

If you’re into grilling, turkey hunting or safaris, stop by the Usinger’s stage. Here you’ll get turkey tips from the legendary Loren Voss, grilling tips from the fun-loving duo Mad Dog & Merrill, and wild-game cooking info from Starla Batzko herself. If you’re interested in going on an African safari, this is THE place to be, as James Hensley of Chivic African Safaris and Ken Moody of Ken Moody Safaris will teach you everything they know. See full stage schedule by day here.

Archery Tournament

Back by popular demand for the second time is the archery contest being held by West Town Archery and sponsored by Buck Rub Archery. The contest (this one IS for humans) will pit the best archers against each other in eight different categories. Kids and adults can compete, as well as teams, and more than $7,000 in prize money will be handed out this year. It’s like watching an Olympic event right at the show! Register to participate by selecting “Archery Tourney” as your ticket on our ticketing website.

Trophy Deer Contest

It’s not just the deer above that will be at the show. Attendees are invited to bring in their own trophy deer for the Wisconsin Buck & Bear Club Trophy Deer Contest, too. Prizes will be awarded at this cool new exhibit in categories such as Firearms, Archery and Crossbow. There is a fee to participate, but think of all the glory you’ll receive! All entries will be displayed for the public. No registration required. Contest Details here. 

Vital Essentials Fastest Retriever Contest

A returning favorite to the show is the Vital Essentials Fastest Retriever Contest (which is for dogs, not people, just to be clear). The whole family will enjoy this event, as the top amateur retrievers (regardless of breed) compete in daily contests to show off their skills. And you won’t want to miss the Sunday show, as winners will be crowned then. It’s sure to be a paws-itively amazing experience! Click here to register.  

Event Features

Check out all of the great features and things to do at this year's event.

Event Schedule

See the full schedule of events and locations for this year's event.


Check out who the great businesses exhibiting at this year's event.


Don't miss these speakers and guest appearances at this year's event.

Brand Opportunities

Interested in exhibitor or sponsor opportunities or have a question about the event? Contact us.

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