Bonnier Corporation Expands

U.S. media company Bonnier Corporation has acquired The Promotion Company Inc. – Family Events. The new acquisition expands the range of events Bonnier Corporation runs throughout the U.S.

“This strategic acquisition will allow Bonnier to extend its high-value enthusiast audience by leveraging robust event opportunities,” says Matt Hickman, vice president of brand strategies, Bonnier Corporation. “We view event audiences, both spectators and participants, as truly passionate. That passion drives consumer demand, deep engagement and unlimited activation potential.”

The Promotion Company- Family Events produces annual events such as the Hot Bike Tour, the Off-Road Expo, Monster Truck Nationals, 4-Wheel Jamboree Nationals, among many others.  

With the new purchase, Bonnier melds the assets and caters to a niche community of supporters that will grow revenues, profitability and the company, says Hickman.