2024 Event Features

The Milwaukee Journal Sentinel Sports Show has something for everyone. Check out these amazing features and stay tuned as more are added!

This Year’s Sponsors

The 2024 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 Usinger’s (official sausage) and Busch (official beer). Additional sponsors announced soon! 


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!

Dan Small Outdoor Stage

Jam-packed stage schedule including presentations and demonstrations from brand new speakers and fan-favorites, including Wisconsin’s Turkey Commander, Loren Voss, Outdoor and Hunting Expert, Michelle Helin, Professional Photographer and Hunter, Art Helin, and more! Plus, the WBBC Awards Ceremony on Sunday, March 10!

Mercury Marine Hawg Trough Fishing Stage

There will be plenty of action on the main stages, including the stocked 5,000-gallon Hawg Trough Stage. The 10-foot-tall aquarium gives you a fish’s-eye-view of how the best fishers land their catches. 

Lumberjack Stage

If you like dogs and lumberjacks (and, frankly, who doesn’t?), you’ll want to visit the Main Stage. Here you’ll find our Fastest Retriever Contest and agility demonstrations with the Milwaukee Dog Training Club, Timberworks Lumberjack Show and so much more! These featured shows no doubt will be some of the most talked-about events on the ride home!

Usinger’s Cooking 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 tricks from the fun-loving duo Mad Dog & Merrill, wild-game cooking techniques from Starla Batzko herself, and many more!

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 many guests attend to fish in this pond. And you can keep your catches, 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. 

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 in attendance. There are many speakers with expertise in fishing, cooking, hunting and more. You won’t want to miss these special appearances.

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.  

Kids Day

Trust us: Kids won’t be bored at this show. There’s plenty for them to do, starting with a scavenger hunt for kids 12 years of age and younger. Kids can learn how to tie a fishing fly, practice casting with The Youth Bass Federation, learn to ride a bicycle, play in the gaga ball pit sponsored by the Milwaukee Public Schools – Student Wellness & Prevention, talk turkey with Wisconsin’s Turkey Commander, ride bumper boats and more!

All boy and girl scouts receive FREE admission to the show in uniform on Sunday, March 10, 2024. 

Free Admission for Military

This year’s show will celebrate military members as well. All military personnel and veterans get free admission Thursday and Friday. Just show your military ID or credentials at the ticket window to get your free pass. On behalf of the Journal Sentinel and USA TODAY NETWORK, Thank you for your service! 

Air Rifle Tournament

Take your best shot and compete for your share of over $2,000 in cash prizes at the air rifle competition at the 2024 Journal Sentinel Milwaukee Sports Show. The top 3 youth and top 3 adult shooters from each day will advance to the finals on Sunday (with free return admission, excludes parking).

Cash Prizes 

Youth: $750 1st Place, $500 2nd Place, $250 3rd Place 

Adult: $500 1st Place, $250 2nd Place, $100 3rd Place 


Youth: Sunday, March 10 at 3:00 p.m.

Adult: Sunday, March 10 at 2:00 p.m.

Tournament courtesy of the Daniel Boone Conservation League,Modern Ink Signs & Graphics, Sherwood Forest Bowmen and the MJS Sports Show. No advance registration required. Enter onsite! $3 entry fee for 3 shots.

Fastest Retriever Contest

A returning favorite to the show is the 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! 

 Qualifying Rounds and Finals take place on the Lumberjack Stage. 12 dogs MAX per qualifying round. Two dogs from each round will move onto the finals. No repeat entries to qualify. 

Qualifying Round Thursday, March 7 at 5:30pm 

Qualifying Round Friday, March 8 at 5:30pm 

Qualifying Round Saturday, March 9, 12:30pm and 5:30pm 

Finals & Awards Sunday, March 10 at 3:30pm 

 Cash Prizes: $250 Best of Show, $100 2nd Place, $50 3rd Place 

Registration for the Fastest Retriever Contest is NOW OPEN! 

WBBC Trophy Deer Contest

Attendees are invited to bring in their own trophy deer for the Wisconsin Buck & Bear Club  Trophy Deer Contest. There is a fee to participate but think of all the glory you’ll receive! All entries will be displayed for the public. Just bring your trophy deer to the show and sign up at Wisconsin Buck & Bear Club’s booth. Guests who enter with a trophy deer to enter in the contest or buy a Wisconsin Buck & Bear Club season pass receive free admission.

West Town Archery Tournament Series

Back by popular demand is the archery contest being held by West Town 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 $10,000 in prize money will be handed out this year. It’s like watching an Olympic event right at the show!  

 Participants must pre-register for the youth, adult, bowhunter and target shooting events. All participants will receive show admission with their paid registration! Register to participate here. 

Adult Bowhunter Challenge Thursday, March 7

Team Bowhunter Challenge Friday, March 8

Badgerland Pro-Am Saturday, March 9

Kids Bowhunter Challenge Sunday, March 10

Kids Shootout Sunday, March 10

Registration for the West Town Archery Tournament Series is NOW OPEN!

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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