Bonnier Corp Acquires Motorcycle Titles

Bonnier Corp. has expanded its presence in the men’s market, acquiring nine motorcycle brands from Source Interlink Media. 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,” says 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.

Bonnier will now own the top two motorcycle brands in the industry: Cycle World and Motorcyclist. Along with the other motorcycle titles, the collection will form the Bonnier Motorcycle Group. Andrew Leisner, publisher of existing title  Cycle World will be VP, Group Publisher of the new Bonnier Motorcycle Group. 

Bonnier Corp. Executive Vice President Eric Zinczenko says, “Our new portfolio of motorcycle brands positions us to serve every segment of the motorcycle community and reach the largest aggregate of motorcycle enthusiast consumers possible. Our unwavering commitment to motorcycles and our industry partners continues.

“The new Bonnier Motorcycle Group’s audience demographics complement those of our existing men’s titles. This will allow our company to approach our advertising base with even more scale and deeper integrated offerings.”