Bonnier Corp. Expands Revs With Sand Sports Acquisition

Bonnier Corp. has expanded their events group with the acquisition of the Sand Sports Super Show, an annual sand sports trade show and consumer expo.

The acquisition “solidifies Bonnier Corp.’s leadership in the off-road, sand sports and motorsports segments,” according to a statement.

Terms of the deal were not disclosed. Bonnier’s ownership of the Sand Sports Super Show is effective immediately.

More publishers are turning to events as an opportunity for new revenue streams, as print advertising revenue continues to decline. Bonnier jumped on this new form of brand reach when it acquired Family Events, a producer of motorsports-enthusiast events, in October 2014.



Management of the Sand Sports Super Show will be folded into the Family Events division.

Mike Moore, president of Bonnier Corp.’s Family Events division, stated that after Family Events was bought, one of Bonnier’s key strategies was to “seek out great events to add to our roster of shows.”

The 18th annual Sand Sports Super Show will be held at the OC Fair and Event Center in Costa Mesa, California, from Sept. 16-18. Sponsors, exhibitors, participants and key stakeholders will stay the same, despite the ownership transition.

Donald Murphy, founder, president and previous owner of the Sand Sports Super Show, will work with Family Events on the expo.

“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,” stated Matt Hickman, vice president of brand strategies at Bonnier Corp.
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