Motorcycle Types Cruiser Progressive Insurance Sponsors IMS

Progressive Insurance Sponsors IMS

International Motorcycle Shows

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

This partnership will help Advanstar Communications re-invent the 30-year-old event 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.

From New York to California, hardcore enthusiasts, recreational riders, and aspirational powersports fans from all lifestyles and riding abilities will be engaged in a brand new way on the show floor and spend more time connecting with exhibitors and the community, leaving the show with a tremendous sense of satisfaction and tangible value from their experience.

Marcy Gray (Progressive motorcycle product manager) says: "Progressive is excited to become the title sponsor of the International Motorcycle Shows. 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."

Tracy Harris (Vice President and General Manager of Advanstar’s Powersports Group) says: "IMS and Progressive are committed to service, integrity, and value. 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, making IMS the most powerful powersports shopping event in the world.

Danny Phillips (Executive Vice President of Advanstar Communications) says: "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 November 12-14 in Dallas, Texas at the Dallas Convention Center and rides to a city near you through March 2011.

For a complete listing of tour dates and cities, call 800/331-5706 or visit or or

Ron Lieback
Ron Lieback
One of the few moto journalists based on the East Coast, Ron Lieback joined the motorcycle industry as a freelancer in 2007, and is currently Online Editor at Ultimate Motorcycling. He is also the author of "365 to Vision: Modern Writer's Guide (How to Produce More Quality Writing in Less Time).

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