Media Conglomerate Bonnier Buys The Promotion Company – Family Events

October 20, 2014

The publisher of Popular Science, Outdoor Life, Field Stream and Cycle World magazine titles recently acquired The Promotion Company – Family Events that produces shows such as the Hot Bike Tour, Off-Road Expo, Monster Truck Nationals and 4-Wheel Jamboree Nationals, many of which have exhibit floors.

“This strategic acquisition will allow Bonnier to extend its high-value enthusiast audience by leveraging robust event opportunities,” said Matt Hickman, vice president of brand strategies, Bonnier Corp. 

He added, “We view event audiences, both spectators and participants, as truly passionate. That passion drives consumer demand, deep engagement and unlimited activation potential.”

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. 

“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.

He added, “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.”

Hubley will continue working with Bonnier’s events division and assist in expanding the events platform.

The Promotion Company serves more than 50 markets nationally, with 30 to 40 scheduled events per year.

Some of the events owned and/or produced by Family Events include the 4-Wheel Jamboree Nationals Series, Monster Truck Nationals Series, Off-Road Expo, Street Machine and Muscle Car Nationals, Street Machine Nationals Series, Hot Bike Tour, Indy Mile AMA Pro Flat Track Grand National, AutoFest, The International Mother Road Route 66 Festival and Car Show and the RCX Expo. 

Bonnier Corp. is owned by Swedish-based Bonnier AB, a multichannel media conglomerate operating in 15 countries.

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