The Promotion Co. Inc., an Indianapolis-based event promoter founded in 1976, has been acquired by Winter Park, Florida-based Bonnier Corp, publisher of well-known magazines Popular Science and Field & Stream.
Terms of the acquisition, finalized Oct. 1, were not disclosed.
Promotion Co., which does business as The Promotion Company-Family Events, has 20 full-time employees. The company will remain in Indianapolis as a subsidiary of Bonnier.
Promotion Co. produces 30 to 40 events annually under the Family Events name including Hot Bike Tour, Off-Road Expo, Monster Truck Nationals and 4-Wheel Jamboree Nationals. Non-motorsports events include the 39-year-old Annual Greater Indianapolis Garage Sale and similar events in Springfield, Missouri, and Dayton, Ohio.
Bonnier, owned by Swedish-based media conglomerate Bonnier AB, has 650 employees and brings in more than $200 million annually in revenue. The company, one of the largest special-interest publishing groups in America, also publishes American Photo, Working Mother and Outdoor Life.
Bonnier had been one of Promotion Co.'s largest clients.
Promotion Co. founder Bruce Hubley will help Bonnier expand its event-production capabilities.
“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,” Hubley said in a written statement. “With Bonnier’s acquisition, I see tremendous growth potential and incredible opportunity for our marketing partners and stakeholders.”