Industry News

Bonnier Acquires the Sand Sports Super Show

WINTER PARK, Fla. (Aug. 18, 2016) – Bonnier Corporation, one of the 

largest special-interest publishing groups in the country, has acquired 
the Sand Sports Super Show, the world’s premier sand sports trade 
show and consumer expo, it was announced today by Matt Hickman, 
vice president of brand strategies, Bonnier Corp. The strategic 
acquisition solidifies Bonnier Corp.’s leadership in the off-road, 
sand sports and motorsports segments, complementing the company’s 
repertoire of renowned publications and events geared toward 
enthusiast audiences.

The Sand Sports Super Show is an annual trade show and consumer 
expo where thousands of sand sports fans gather in Costa Mesa, Calif., 
to experience the latest products and industry innovations. Within its 
community, the event is fundamental in uniting and mobilizing 
enthusiasts, cultivating growth, and fostering safety awareness. 

“Bonnier Corp. specializes in connecting high-value, passionate 
enthusiast audiences with our partners,” Hickman said. “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.” 

This is the latest evolution of Bonnier Corp.’s presence within the off-
road, sand sports and motorsports realm. The company acquired Family 
Events, a leading producer of motorsports-enthusiast events, in October 
2014. Management of the Sand Sports Super Show will be folded into 
the Family Events division. 

“When Family Events was acquired by Bonnier Corp., one of our key 
strategies was to seek out great events to add to our roster of shows,” 
said Mike Moore, president of Bonnier Corp.’s Family Events division. 
“The Sand Sports Super Show perfectly aligns with our strategic plan – 
it’s a great show with terrific partners and sponsors, and we plan to build 
on its success in the years to come.” 

“The Sand Sports Super Show will be in good hands with a 
knowledgeable steward to nurture continued growth and excitement for 
the industry,” said Donald Murphy, founder, president and owner of the 
Sand Sports Super Show. “Family Events has produced exceptional 
motorsports entertainment for more than 30 years and continues to 
thrive within Bonnier Corp., so I’m confident that this new venture will 
propel the show into a future of further success.” 

The 18th annual Sand Sports Super Show will be held at the OC Fair 
and Event Center in Costa Mesa Sept. 16-18. Sponsors, exhibitors, 
participants and key stakeholders will remain, and Murphy will work with 
Family Events on the expo. 

The ownership transition of the Sand Sports Super Show is effective 
immediately. Terms of the deal were not disclosed. 

For more information on the Sand Sports Super Show, visit 


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, events and product 
licensing. Bonnier Corp.’s brands include Popular ScienceSaveurField 
& StreamPopular PhotographyYachtingFlyingSalt Water 
SportsmanCycle WorldWorking Mother and Outdoor Life. Bonnier 
Corp. is owned by Sweden-based Bonnier AB, a multichannel media 
conglomerate operating in 15 countries. For more information, visit 

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