Progressive Insurance named title sponsor of International Motorcycle Shows

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Advanstar Communications today announced Progressive Insurance as the new title sponsor for the International Motorcycle Shows, the world’s largest powersports tour.

"This partnership will help Advanstar Communications re-invent the 30-year-old consumer show series from the ground up, offering a completely new visual design and show environment, more entertainment and learning opportunities, gifts and prizes custom-built for each unique lifestyle enthusiast, and more ways to interact with and buy product – including the all new Progressive Lounge -- than ever before," said Advanstar in making today's announcement. (Advanstar is the parent company of Dealernews.)

“Progressive is excited to become the title sponsor of the International Motorcycle Shows,” said Marcy Gray, Progressive motorcycle product manager. “This is a great opportunity for the country’s number-one motorcycle insurer, Progressive, to team with the largest indoor motorcycle event series, the International Motorcycle Shows, to support our customers and motorcycle enthusiasts around the country.”

“IMS and Progressive are committed to service, integrity and value,” said Tracy Harris, vice president and general manager of Advanstar’s Powersports Group. “These common values have made for a powerful partnership over Progressive’s many years with the shows, and will now allow us to deliver on those values to our mutual customers in a much more impactful way.”

According to a major consumer research study conducted this year by R.L. Polk and Co., International Motorcycle Show attendees are nine times more likely to buy a motorcycle and related aftermarket parts, products, insurance, and accessories than those who don’t attend the shows.

Danny Phillips, executive vice president of Advanstar Communications, said “with Progressive’s support, our already-successful buying and selling experience will now welcome and engage cruiser, touring, street, off-road, racing, and vintage enthusiasts, women riders, and new riders – and all interests and subsets in between – to deliver an entertainment experience and value that they can’t get anywhere else.”

The motorcycle extravaganza kicks off on Nov. 12-14 in Dallas at the Dallas Convention Center and rolls through 10 more cities before concluding at Daytona Bike Week in March 2011. For a complete listing of tour dates and cities, call 800/331-5706 or visit www.motorcycleshows.com.

Source: Advanstar Communications. Posted by Mary Slepicka