Yeti Backflip hack for you fishermen out there. Rods butts fit nicely in the side handles and you can even run a velcro strap through the HITCHPOINT GRID on the sides to
YETI MOLLE Mounted Zinger Bottle Opener – YETI UK LIMITED
No Softie: Get to Know YETI's 'BackFlip' Cooler Backpack | GearJunkie