Outdoor Retailer, Nielsen Sign 15-year Pact

The trade association for the outdoor recreation business, the Outdoor Industry Assn., and Nielsen Business Media, owner of Outdoor Retailer tradeshows, have signed a 15-year agreement. According to the terms, Outdoor Retailer becomes the top financial contributor to the association and primary sponsor of some OIA projects.

While Nielsen raises its support for OIA programs, meaning an increase in discounts and services to OIA members, the association becomes title sponsor of the Outdoor Retailer Summer and Winter Markets. The OIA will endorse the shows and work with Nielsen to enhance them, to expand industry services and programs and to identify new strategic opportunities.

Joe Flynn, vice president of Nielsen's sports group, said the exact financial terms of the agreement would not be disclosed, but that the additional resources from his company would help further the association's goals and ensure that Nielsen can make an impact on issues facing the industry. These include declining youth participation, specialty retailer education and succession, access to high-quality places for customers to play close to home, and sustainable product development and business practices.

“We're forging a stronger strategic alliance that will be instrumental in realizing the full potential of Outdoor Retailer's future opportunities and the growth of all our outdoor business services, as well as sustaining industry health and providing increased benefits to OIA members,” Flynn said.

But, he added, the arrangement does not mean Nielsen now effectively owns the OIA. “This is a mutually beneficial agreement in which Nielsen and OIA will work together to align their strategic plans and collaborate to develop new initiatives that drive the success of the Outdoor Retailer tradeshows and further OIA's goals,” Flynn said.

Outdoor Retailer is currently contracted to take place in Salt Lake City through 2010, and Nielsen and association are committed to keeping it there, he added.

According to Flynn, OIA members have responded positively to the news of the expanded strategic relationship, because it ensures long-term growth for their businesses and the industry as a whole.

OIA already creates a healthy business environment by promoting outdoor recreation and working with governments and stakeholders to create great places for activities and ensure fair prices for the industry's products, Flynn said. Nielsen executives believe working closely with OIA will benefit the company's entire collection of outdoor sports tradeshows, he added, which includes Outdoor Retailer, as well as Interbike Intl. Bicycle Expo, Action Sports Retailer and Fly Fishing Retailer.