Bill's Sporting Goods was located in Madison, Indiana. The 1964 Fishing Tackle catalog looks exactly like the pages from the 1964 Sutcilles Catalog. Perhaps Bill's Sporting Goods bought wholesale from Sutcliffes and sold it retail.
Sutcliffe's was located in Louisville, Kentucky. They had been in business for over 70 years in 1964. Page 94 has an ad for "Devils Horse" : S-100, F-100, F-200, F-700, B-900.