The deal, says Factory Media, will give them an online reach of one million cycling, mountain bike and BMX enthusiasts.
The two Companies have informed staff at Magicalia’s two bicycle websites of the intention for the businesses to complete the transaction later this month. The deal will further strengthen Factory Media’s position in the online bike sector, supplementing brands such as MPORA.com, Dirt Mountain Bike, The Bicycle Buyer and BMX brands RideUK and Dig.
Factory Media Managing Director, Darryl Newton, said: “The acquisition of RoadCyclingUK and BikeMagic increases our online bike audience to more than one million enthusiasts each month. Our network also now delivers the broadest reach in the market – more than any other media owner – with our coverage of Road, Gravity, BMX, Cross Country and Urban. We’re very excited about the opportunity that this deal brings to our Company and the teams involved.”
Factory currently own a series of bike media brands including MPORA.com, Dirt Mountain Bike, Ride UK BMX and Dig BMX.
Factory’s MPORA.com claims to be the UK’s largest bike video platform, and streams up to 2 Million videos each month.
Magicalia CEO, Tom Bureau, said: “Magicalia is focusing its media portfolio on Number 1 online market positions. Whilst it is a difficult decision to exit cycling, this deal will allow us to accelerate our investment in those markets that offer us the biggest opportunity for growth, such as parenting, golf, outdoors and motorcycling.”
