Bonnier Acquires Sand Sports Super Show

August 18, 2016

Bonnier Corporation, which publishes dozens of magazines including “Field and Stream”, “Outdoor Life” and “Motorcyclist”, to name a few, has acquired the Sand Sports Super Show, a sand sports trade show and consumer expo.

The acquisition solidifies Bonnier’s leadership in the off-road, sand sports and motorsports segments, complementing the company’s repertoire of r 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.

“Bonnier Corp. specializes in connecting high-value, passionate enthusiast audiences with our partners,” said Matt Hickman, vice president of brand strategies for Bonnier.

He added, “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.”

This acquisition is a further expansion of the Bonnier portfolio. 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.

“When Family Events was acquired by Bonnier Corp., one of our key strategies was to seek out great events to add to our roster of shows,” said Mike Moore, president of Bonnier Corp.’s Family Events division.

He added, “The Sand Sports Super Show perfectly aligns with our strategic plan — it’s a great show with terrific partners and sponsors, and we plan to build on its success in the years to come.”

“The Sand Sports Super Show will be in good hands with a knowledgeable steward to nurture continued growth and excitement for the industry,” said Donald Murphy, founder, president and owner of the Sand Sports Super Show. “Family Events has produced exceptional motorsports entertainment for more than 30 years and continues to thrive within Bonnier Corp., so I’m confident that this new venture will propel the show into a future of further success.”

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.

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