All In
JAN 18–21

NSSF and OSG Announce Unprecedented SHOT Show Media Partnership

Caesars Forum

NSSF and Outdoor Sportsman Group are pleased to announce a strategic partnership that will generate an unprecedented level of media coverage and promotion for the 2021 SHOT Show and its exhibitors. With support from NSSF, owner and organizer of the annual SHOT Show, OSG will harness the industry-leading content-creation capability and subject-matter expertise of its 12 hunting and shooting brands to produce and market the exclusive “SHOT Show New Product Premiere.” This comprehensive multimedia initiative will provide organizations an unparalleled opportunity to inform outdoor-sports enthusiasts worldwide on the latest developments in firearms, shooting and hunting products and services through OSG’s renowned broadcast, digital, social and print outlets.

“The ‘SHOT Show New Product Premiere’ will cover an exhaustive array of categories, from self-defense handguns and big-game rifles to cutting-edge ammunition, innovative optics, advanced apparel and much more,” said Jim Liberatore, OSG President & CEO. “Consumers can expect in-depth reporting from the OSG brands they know and trust, exclusive interviews with product managers and developers, and insightful analysis of product features and trends. The ‘SHOT Show New Product Premiere’ will be the complete source of news and information regarding shooting and hunting products introduced in 2021.”

Along with dedicated digital, social media and print content, the “SHOT Show New Product Premiere” will include a first-of-its-kind six-night roadblock of special programming on Outdoor Channel, Sportsman Channel and Sportsman Channel Canada, airing January 18-23. Produced with limited commercial interruption, the broadcast will coincide with SHOT Show’s physical event, scheduled for January 19-22 in Las Vegas, Nev. This collaborative, company-wide effort includes OSG brands such as Game & Fish, Guns & Ammo, Petersen’s Hunting and many others. The “SHOT Show New Product Premiere” will serve as a virtual destination for consumers seeking comprehensive, detailed and up-to-date information on products introduced during the trade show.

“It’s every hard-core shooting, hunting and outdoor enthusiast’s dream to be at the SHOT Show, and this new partnership with OSG offers them all a front-row seat—not to mention the more than 5 million new gun owners that have been added to our ranks this year who can also tune in,” said Chris Dolnack, NSSF Senior Vice President and CMO. “Through its expansive multichannel reach, OSG is helping to spotlight the SHOT Show, our exhibitors and their new product introductions to the masses like never before, and we’re greatly appreciative of their support.”

“We couldn’t be more excited about partnering with NSSF on this project, a collaboration that demonstrates both organizations’ commitment to our industry and its consumers,” said Michael Carney, OSG Publishing COO. “The massive audience served by OSG’s best-in-class brands represents a unique opportunity for SHOT Show exhibitors to effectively and efficiently deliver new product information to more consumers than at any time in the show’s history, and in a variety of engaging, meaningful formats.”

A portion of the proceeds from the “SHOT Show New Product Premiere” will benefit Project ChildSafe, the NSSF program committed to promoting genuine firearm safety through the distribution of safety education messages and free firearm safety kits to communities across the U.S. As the largest, most comprehensive firearm safety education program in the country, Project ChildSafe, along with more than 15,000 law enforcement agency partners, has distributed more than 37 million firearm safety kits to gun owners in all 50 states and five U.S. territories since 1999.

A powerful and innovative industry partnership that combines the collective strengths of NSSF and OSG, the “SHOT Show New Product Premiere” offers exhibitors a turnkey solution for featuring the latest news on their products and services in front of an unequaled consumer audience. For information on featuring products and services in the “SHOT Show New Product Premiere,” visit

Carolina HH Brown
Chris Dolnack
Senior Vice President and CMO, NSSF
Colleen Leonard
Manager, Conferences & Events, NSSF
Tammy McIntyre
Manager, Exhibit & Sponsorship Sales, NSSF
Melissa Schilling
Melissa Schilling
Director, Conferences & Exhibitions, NSSF
Chris Tatulli
Director, Exhibit & Sponsorship Sales, NSSF
Quinn Cassidy
Quinn Cassidy
Manager, Exhibition & Sponsorship, NSSF
Bill Dunn
Bill Dunn
Vice President, Marketing, NSSF
JAN 18–21, 2022 LAS VEGAS