Bonnier Corporation has acquired The Promotion Company Inc. – Family Events. With this new acquisition, Bonnier will continue to expand and produce high quality events throughout the U.S., reaching core audiences and increasing new participant visibility.
The Promotion Company – Family Events has produced annual events such as the Hot Bike Tour, Indy Mile AMA Pro Flat Track Grand National, the Off-Road Expo, Monster Truck Nationals, 4-Wheel Jamboree Nationals and many others for more than three decades.
"The Bonnier Motorcycle Group has worked closely with The Promotion Company on several motorcycle event properties including our own Geico Motorcycle Hot Bike Tour,” said Andrew Leisner, vice president, group publisher of Bonnier Motorcycle Group. “We are excited that they will now be a division within Bonnier Corporation, and can utilize their strong capabilities to deliver more direct consumer engagement services to our clients."
Family Events has acted as the operations provider for the Hot Bike Tour since its inception in 2013. The team executes the festivals in the host cities that the five-day motorcycle tour visits and efforts with the Bonnier Motorcycle Group media brands led to a 280 percent increase in attendance in 2014. With this new purchase, Bonnier Corporation and the Bonnier Motorcycle Group will be able to expand the market for motorcycle, ATV and side by side events with fun and exciting experiences for the entire powersports industry.
"It’s been a great ride these past 38 years – producing top-notch events with a team of professionals, partnering with industry leaders to achieve our joint marketing objectives and having fun doing what I love," said Bruce Hubley, founder of The Promotion Co. & Family Events. "I’m honored that a family owned company with an outstanding international reputation has acquired Family Events. With Bonnier’s acquisition, I see tremendous growth potential and incredible opportunity for our marketing partners and stakeholders."
Bonnier acquired The Promotion Company, Inc. intact in a stock purchase transaction, the terms of which were not disclosed. Sponsors, exhibitors, participants, and key stakeholders will remain with the same teams managing the upcoming 2015 event series. Hubley will continue working with Bonnier’s events division and assist in expanding the events platform.