Nürnberg, Germany – NürnbergMesse Group became a major player in Brazil this Spring when it acquired Nielsen Business Media Brasil and its portfolio of eight trade shows in a range of industry sectors.
Nielsen Business Media Brasil, once known as VNU Business Media Brasil, is Brazil’s largest and oldest trade show organizer with annual revenues of about 7 million euros ($9 million). It will continue to be managed by Ligia Amorim, a well-respected leader of Brazil’s thriving exhibition industry.
The terms of the deal announced April 20 were not revealed although NürnbergMesse Managing Director Bernd Diederichs called it the “biggest acquisition in the company’s history and the most important step we have ever made abroad.” The negotiations, which Diederichs described as complex, were facilitated by Fair Relations GmbH in Germany and Global Event Strategies LLC in the U.S.
“The exhibition portfolios in Nürnberg and Brazil match each other excellently,” Diederichs said. “Such an opportunity for a company occurs only once every ten years.”
The acquisition of the Brazilian subsidiary greatly expands NürnbergMesse’s beachhead in Brazil. The German company has been active in Brazil for two years and organizes BioFach América Latina and ExpoSustentat. Diederichs said the acquisition of an established Brazilian subsidiary would increase his company’s presence in South America and would also assist in the marketing of the Brazilian shows in Europe. “Both companies will profit from this,” he said.
Stephen Sind, president and CEO of Global Event Strategies, said NürnbergMesse Group made up a lot of ground in Brazil with the acquisition. “The German messes have been very aggressive in building their businesses outside Germany, particularly in Asia and Latin America,” he told Trade Show Executive. “Nürnberg probably got a little later start than the others, but they have been active in other markets, particularly China. Strategically, they know they have to get into other markets that are growing, such as Latin America.”