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Bonnier Corporation Acquires The Promotion Company Inc. - Family Events

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BonnierWinter Park, Fla. – Bonnier Corporation has acquired The Promotion Company Inc. - Family Events, it was recently announced by Matt Hickman, vice president of brand strategies, Bonnier Corp. With this new acquisition, Bonnier will continue to expand and produce the highest quality events throughout the U.S., reaching core audiences and increasing new participant visibility.
 
"We look forward to working with a second group of seasoned event professionals," said Tom Weber, President of Bonnier’s World Sports & Marketing Event Group. “Together, we will be able to leverage multiple platforms showcasing products, athletes and entertainment with Family Event’s resources and capabilities that extend sponsor benefits prior to, during and following an event.”
 
The Promotion Co. & Family Events is a sport organizer and producer with more than 35 years of experience, centrally located in Indianapolis, IN. They produce a wide range of events, from smaller community events such as the famed Indy Mile flat track motorcycle race, to the massive Off Road Expo that occupies the entire Los Angeles County Fairplex. The ORE is a gathering of over 700 exhibitors, demos, and ride and drive opportunities reaching a highly engaged audience of off-roading enthusiasts.
 
As a full service event producer, Family Events provides liability insurance and participant coverage to members, delivering an important opportunity for Bonnier’s participant based sporting events such as wakeboarding and waterskiing.
 
To enhance custom events and grow niche enthusiast sports, The Promotion Co. brings to the table an impressive array of assets including two Barco B-10 portable jumbotrons, and two stageline portable stages that are available for all affairs. Video production and live webcasts are also able to be integrated into an event or demonstration, adding value to participant and audience based events so that content can to be captured and utilized for brand exposure.
 
"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.
 
About Bonnier Corporation
Bonnier Corp. is one of the largest special-interest publishing groups in America, with more than 30 multichannel brands extending into all platforms including magazines, digital media, books, events and product licensing. Bonnier Corp.’s brands include Popular Science, Saveur, Field & Stream, American Photo, Destination Weddings & Honeymoons, Cycle World, Working Mother and Outdoor Life. Bonnier Corp. is owned by Swedish-based Bonnier AB, a multichannel media conglomerate operating in 15 countries.
 
About The Promotion Co. Inc. – Family Events
Based in Indianapolis and founded by native entrepreneur C. Bruce Hubley, Family Events is a full service promotion and marketing firm specializing in producing family entertainment and motorsports events since 1976. The company has served more than 50 markets nationally, with 30 to 40 scheduled events per year. Leading events owned and/or produced by Family Events include the 4-Wheel Jamboree Nationals Series, the 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. A full list of events and information is provided online at familyevents.com.


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