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Bonnier acquires event producer - Trade Only Today

Bonnier acquires event producer

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Bonnier Corp. acquired The Promotion Company-Family Events, a sporting event organizer and producer outside Indianapolis.

Bonnier bought the company intact in a stock purchase transaction. The terms were not disclosed.

Sponsors, exhibitors, participants and key stakeholders will remain with the same teams managing the upcoming 2015 event series.

“We look forward to working with a second group of seasoned event professionals,” Bonnier world sports and marketing event group president Tom Weber said in a statement. “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 Company-Family Events produces events that range from smaller community events, such as the Indy Mile flat track motorcycle race, to the Off Road Expo, which gathers 700 exhibitors, demos and ride-and-drive opportunities.

Family Events provides liability insurance and participant coverage to members, delivering an opportunity for Bonnier’s participant-based sporting events, such as wakeboarding and water skiing.

The Promotion Company brings assets that include two Barco B-10 portable jumbotrons and two stageline portable stages that are available for all events.

Video production and live webcasts can be integrated into an event or demonstration.

"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," The Promotion Company-Family Events founder Bruce Hubley said. “With Bonnier's acquisition, I see tremendous growth potential and incredible opportunity for our marketing partners and stakeholders."

Hubley willcontinue to work with Bonnier's events division and assist in expanding the events platform.

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