Bonnier Corporation, a special-interest publishing group, has acquired the Sand Sports Super Show, it was announced recently by Matt Hickman, vice president of brand strategies, Bonnier Corp. The strategic acquisition solidifies Bonnier Corp.’s role in the off-road, sand sports and motorsports segments, complementing the company’s repertoire of publications and events geared toward enthusiast audiences.
The Sand Sports Super Show is an annual trade show and consumer expo where thousands of sand sports fans gather in Costa Mesa, Calif., to experience the latest products and industry innovations. Within its community, the event is fundamental in uniting and mobilizing enthusiasts, cultivating growth, and fostering safety awareness.
[pullquote]“Bonnier Corp. specializes in connecting high-value, passionate enthusiast audiences with our partners,” Hickman said. “The addition of the Sand Sports Super Show furthers our market-segment leadership and unlocks unlimited potential for our customer groups: spectators, participants, sponsors and exhibitors.”[/pullquote]
This is the latest evolution of Bonnier Corp.’s presence within the off-road, sand sports and motorsports realm. The company acquired Family Events, a leading producer of motorsports-enthusiast events, in October 2014. Management of the Sand Sports Super Show will be folded into the Family Events division.
The 18th annual Sand Sports Super Show will be held at the OC Fair and Event Center in Costa Mesa Sept. 16-18. Sponsors, exhibitors, participants and key stakeholders will remain, and Murphy will work with Family Events on the expo.
The ownership transition of the Sand Sports Super Show is effective immediately. Terms of the deal were not disclosed.
For more information on the Sand Sports Super Show, visit sandsportssupershow.com.