Bonnier Corp. has acquired nine motorcycle brands from Source Interlink Media. The purchase builds on Bonnier’s leadership in the men’s market, joining flagship brands Popular Science and Field & Stream.
Under the deal, Bonnier acquires Motorcyclist, Sport Rider, Dirt Rider, Motorcycle Cruiser, Hot Bike, Baggers, Super Streetbike, Street Chopper and ATV Rider.
“The acquisition supports Bonnier’s strategy to be focused in vertical enthusiast interest media,” said CEO Dave Freygang. “We believe in going deep into selected verticals, and it’s essential that our brands be in a leadership position within those verticals. Since the acquisition of Cycle World in 2011, we’ve realized that the opportunities within the motorcycle market are significant.”
At the same time, Bonnier sells to Source Interlink Sound + Vision, TransWorld SNOWboarding, TransWorld Motocross, TransWorld SKATEboarding, TransWorld SURF, TransWorld RIDEbmx and TransWorld Business.
“Our strategy with our Media portfolio has always been to focus on core segments where we can be the category leader,” said Chris Argentieri, president of Source Interlink Media. “While we have made progress to that end, we are pleased to have found the right partner that will take the motorcycle group to a market-leading position over the long term. We thank the team for their efforts over the years, and wish them all the best as they move forward.”