January 7, 2005

Bell Sports Aquires Bell Auto Racing Division

SANTA CRUZ, Calif. - Bell Sports has acquired Bell Racing, Inc., maker of industry-leading auto racing helmets and gear. The deal gives Bell Sports exclusive rights to design, market and sell Bell-branded auto racing helmets and accessories in North and South America.

Since 2002, sole proprietor Bob Booth has held the rights to the Bell brand for auto racing helmets and accessories in the Americas. The acquisition brings the auto racing product line back into the Bell Sports management family and unites the product lines under the company’s brand-building business strategy of making the best products and attracting the best athletes.

“Bringing the auto racing business back into the family is a significant milestone as we celebrate our 50th Anniversary this year,” said Bill Fry, president and CEO of Bell Sports. “We will leverage exposure in the world of auto racing to drive visibility and value of the Bell brand across all of our sports categories and products. The connection in consumers’ minds between helmets for auto racing and motorcycle riding, and gear used for non-motorized sports, builds trust in the brand and sets us apart in the market.”

This adds more champions to the Bell racing stable. Drivers in all forms of auto racing have worn Bell helmets than any other brand, including Mario Andretti, Emerson Fittipaldi, Jacques Villeneuve, Richard Petty, Bobby Labonte, Al Unser Sr. and Helio Castroneves. “Driver of the Century” Andretti walked away from a 200-mph-crash while testing his son’s car during Indy 500 practice earlier in 2004. Andretti, and every competitive driver in his family, wears Bell helmets.

Today, Bell helmets can be found on drivers in NASCAR, the Busch/NASCAR Series, the Indy Racing League, the Champ Car Series, the Infiniti Pro Series, the U.S. Auto Club Racing Series and the World of Outlaws. The Bell Racing product line provides head-to-toe protection, with state-of-the-art helmets, fire suits, belts, shoes and gloves for race car drivers of all ages, pit crew members and racing officials.

Bell Racing management, staff and distribution strategies will remain intact and will operate from its current facilities under the direction of Kwai Kong, president of the Specialty Business at Bell Sports. Bell Racing will benefit from Bell Sports’ world-class research, design and development teams, among other significant manufacturing and distribution resources available in the Bell family of motorsports, cycling and action sports businesses.

Bell Racing is located in Rantoul, Ill., where it designs, tests, markets and sells auto racing helmets and gear for stock car and open-wheel racing. Its products are available through race gear dealers and retailers.
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