SAN JUAN CAPISTRANO, CA (BRAIN)—Nielsen Media, parent company of Interbike, and the Bikes Belong Coalition, the bike industry's advocacy group for the United States, today announced a significant 10-year, multi-million dollar alliance that will boost efforts to get more Americans riding bicycles.
Interbike, which has produced one of the world’s leading bicycle trade shows since 1982, will become a top financial contributor to Bikes Belong and a primary sponsor of two innovative Bikes Belong projects. Interbike will become a top-level sponsor of the Bikes Belong Foundation—Bikes Belong’s sister organization that focuses on bicycle safety and children's bicycling initiatives.
Interbike and Bikes Belong will also partner to support a high profile bicycle project each year in the show’s host city (currently Las Vegas).
For its part, Bikes Belong will officially endorse Interbike as the U.S. bike industry’s trade show and will end its consideration of launching or supporting a
competing event. Bikes Belong will also work closely with Interbike's staff to maximize the appeal of the show and its related events to suppliers, retailers, and bike advocates.
Since Bikes Belong was formed in 1999, Interbike has shown its ongoing support to the advocacy organization in a number of ways, including:
• Providing Bikes Belong its first cash grant,
• Frequently paying more than its membership dues,
• Providing complimentary exhibition and advertising space, and
• Creating several significant fundraising programs and events to enhance Bikes
“Bikes Belong is doing a phenomenal job of getting more people on bikes, promoting bicycle safety and working with governments to develop bicycle friendly infrastructure,” said Joe Flynn, vice president and general manager of Nielsen Business Media’s Sports Group. “Their efforts have significantly strengthened the bicycle industry. We strongly believe in supporting and working closely with the associations in the industries our shows serve, such as the Outdoor Industry Association, Surf Industry Manufacturers Association and American Fly Fishing Trade Association. Now, we are taking a similar step with Bikes Belong for Interbike.”
According to Lance Camisasca, Interbike’s show director, Interbike has enjoyed a productive, long-term relationship with Bikes Belong. “Now, we’re making our alliance even stronger,” Camisasca said. “This new pact will be key to Interbike’s future success and the growth of the bicycle business.”
Tim Blumenthal, executive director of Bikes Belong said, “This agreement enables us to stay focused on what we do best: maximizing federal bike funding, awarding grants, promoting the benefits of bicycling, and supporting great programs like Safe Routes to School and Bicycle Friendly Communities. Interbike’s increased investment will help us accomplish more in all of these key areas. Additionally, we will be able to work closely with Interbike to develop new ways for the Show to best serve the needs of the suppliers and retailers in our industry.”