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 Sidekick Dry - TackleDirect
Amazon.com: YETI Molle Bottle Opener (Attaches to the Hopper Hitchpoint Grid) : Home & Kitchen
No Softie: Get to Know YETI's 'BackFlip' Cooler Backpack | GearJunkie