Esposizione internazionale del ciclo, motociclo, accessori

What Esposizione internazionale del ciclo, motociclo, accessori does

EICMA S.p.A. (Esposizione internazionale del ciclo, motociclo, accessori) is an Italian private joint-stock company, founded in 1914 and headquartered in Milan, that operates the world's premier international trade fair for the two-wheeled vehicle industry. The company's core product is the annual EICMA exhibition held each November at Fiera Milano Rho, a multi-day event combining B2B press/operator days (November 3-4) with a public opening (November 5-8), featuring exhibitor booths, themed special areas (MotoLive Arena, Gaming Arena, Desert Queens, Your Urban Mobility, Start-up & Safety Area), and entertainment programming including the Champions Charity Race. In 2024, EICMA expanded its portfolio with EICMA RIDING FEST, a spring demo-ride and track-experience event at Misano World Circuit, establishing a second annual revenue-generating event and extending the brand into the experiential consumer market.

EICMA generates revenue primarily through exhibition booth and floor-plan fees paid by motorcycle, scooter, bicycle, e-bike, and parts/accessories manufacturers, complemented by title sponsorships and branding packages across event properties such as MotoLive Arena and racing partnerships like the Internazionali d'Italia Motocross. Pricing is not publicly disclosed and operates on a B2B inquiry-based model. EICMA serves as the official marketing tool of ANCMA, Italy's Confindustria trade association for the bicycle and motorcycle industry, and is led by CEO Paolo Magri (Amministratore Delegato). The company maintains a lean operating model (11-50 employees), leveraging Fiera Milano as venue partner, FMI as training co-delivery partner, and Misano World Circuit as secondary venue partner. Customer segments split between (a) exhibitor brands (two-wheeler OEMs and accessory companies) as the primary B2B revenue source and (b) consumer visitors purchasing tickets via the Ticket EICMA platform as the B2C segment, with press/media as a tertiary persona receiving priority access during operator days.

Name

Esposizione internazionale del ciclo, motociclo, accessori

Legal name

Esposizione internazionale del ciclo, motociclo, accessori S.p.A. (E.I.C.M.A. S.p.A.)

Website

https://eicma.it

Company type

Private

Founded year

1914

Operating status

Operating

Headcount range

11–50 employees

Short description

EICMA S.p.A. organizes the world's premier annual international trade fair for the two-wheeled vehicle industry (motorcycles, scooters, bicycles, e-bikes, and accessories) at Fiera Milano Rho, plus the EICMA RIDING FEST demo-ride event at Misano World Circuit. It serves global two-wheeler OEMs as B2B exhibitors, enthusiast consumers as B2C visitors, and acts as the official marketing tool of Italy's ANCMA industry association.

Ownership category

akta.pro rank

Product category

Trade Show and Exhibition Services for the Two-Wheeled Vehicle Industry

NAICS

Convention and Trade Show Organizers (56192), Racetracks (711212), Other Spectator Sports (711219)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900), Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Transportation, Logistics & Mobility Shows Organizers (THAHABAL)

akta.pro secondary industry

Auto, Boat & RV Shows (MPAGAFAC)

Keywords

• Motorcycle trade fair
• Two-wheeler exhibition
• Bicycle accessories show
• Motorcycle demo rides
• Exhibition organization services

Headquarters

HQ city

Milano

HQ country

Italy

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Infrastructure, Technology or R&D

Revenue model

1. Exhibition booth and floor plan fees: Revenue generated from motorcycle and bicycle manufacturers, parts and accessories companies, and related brands that purchase exhibition space to showcase products at the annual EICMA trade show and the EICMA RIDING FEST event.
2. Title sponsorships and branding: Revenue from title sponsorship of racing events (e.g., Internazionali d'Italia Motocross) and branding/sponsorship packages across EICMA event properties including MotoLive Arena and special project areas.

Distribution channels4 records

Marketing channels6 records

Core offering

EICMA organizes and operates the world's leading international trade fair for the two-wheeled vehicle industry (motorcycles, scooters, bicycles, and accessories), held annually each November at Fiera Milano Rho. It complements the main exhibition with EICMA RIDING FEST, a demo ride event at Misano World Circuit, plus themed on-site areas such as MotoLive Arena, Champions Charity Race, Gaming Arena, Desert Queens, Your Urban Mobility, and the Start-up & Safety Area. Revenue is generated primarily from selling exhibition booth and floor-plan space to manufacturers and brands, supplemented by title sponsorships, branding packages, and public ticket sales.

Product overview

EICMA (Esposizione internazionale del ciclo, motociclo, accessori) is the world's leading trade fair organization for the two-wheeled industry, operating primarily as a physical exhibition and event platform. The core offering is the annual EICMA exhibition at Fiera Milano Rho, complemented by the EICMA RIDING FEST demo ride event at Misano World Circuit. The portfolio includes live entertainment venues (MotoLive Arena with Champions Charity Race), themed special areas (Desert Queens, Your Urban Mobility, Area Sicurezza e Start Up), gaming experiences, and digital services such as the exhibitor catalog, video gallery, news coverage, and venue floorplans. The events serve as the primary marketing and business platform for ANCMA member companies in the global motorcycle and bicycle industry.

Differentiator

Problem solved

Functional benefit

Brands

• MotoLive Arena: Racing arena within EICMA featuring live motorbike demonstrations, competitions, and the Champions Charity Race featuring motorsport legends.
• EICMA RIDING FEST
• Gaming Arena
• DESERT QUEENS
• Your Urban Mobility (Y.U.M)
• Area Sicurezza e Start Up
• Champions Charity Race

Products and services

• EICMA main exhibition (Esposizione internazionale delle due ruote) The world's most important international trade fair for the two-wheeled industry, held annually at Fiera Milano Rho. Manufacturers and accessories brands purchase exhibition space to launch new products to trade visitors, press, and consumers. The 2026 edition is scheduled for November 3-8 at Milano Rho-Fiera.
• EICMA RIDING FEST A demo ride event held annually at Misano World Circuit Marco Simoncelli, offering motorcycle enthusiasts the opportunity to test ride new models from participating manufacturers across Touring, Track, and Off-road experiences. The 2026 edition was held May 1-3, 2026.
• MotoLive Arena An arena within EICMA featuring live motorcycle racing demonstrations, stunt shows, and the Champions Charity Race featuring legendary motorsport athletes. Celebrated its 20th anniversary in 2025 with a 60,000 sqm external area.
• Gaming Arena

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered minor and core.

• Off Road ProracingminorGTM or Marketing Partner · 8 February 2021Off Road Proracing organized the Internazionali d'Italia Motocross under the aegis of the Federazione Motociclistica Italiana, with EICMA serving as title sponsor. The partnership promoted the 78th EICMA edition through three consecutive motocross rounds in Sardinia and Lombardy in February-March 2021.
• ANCMA (Associazione Nazionale Ciclo Motociclo e Accessori)coreStrategic or Co-development PartnerANCMA is the Confindustria trade association for Italy's bicycle and motorcycle industry. EICMA serves as the official marketing and communication tool of ANCMA, and the association's logo is featured on the EICMA website footer as a key partner. The partnership positions EICMA as the preferred platform for the most prestigious companies in the Italian two-wheeler industry.
• Fiera MilanocoreStrategic or Co-development PartnerFiera Milano is the operator of the Rho-Fiera exhibition venue in Milan where EICMA's main annual event is held. EICMA's event dates and venue information prominently reference Fiera Milano Rho, and Fiera Milano's logo appears on the EICMA homepage footer as a partner.
• Federazione Motociclistica Italiana (FMI)coreStrategic or Co-development PartnerThe Italian Motorcycling Federation organizes the Safe Road Riding Course (Corso di Guida Sicura su Strada) and co-organizes youth riding programs (EICMA For Kids, Area 51, Hashtag 125) at EICMA RIDING FEST. FMI instructors deliver practical riding training on scenic roads and track sessions, making the federation a co-delivery partner for the experiential component of EICMA events.
• Misano World Circuit Marco SimoncellicoreStrategic or Co-development PartnerThe Misano World Circuit is the venue partner for EICMA RIDING FEST. Located in Misano Adriatico, the circuit hosts the annual EICMA demo ride event, with the EICMA RIDING FEST logo prominently featuring the circuit's name. The partnership enables the delivery of track experiences, off-road experiences, and touring experiences.
• Regione Emilia-RomagnaminorOthersRegione Emilia-Romagna provides patronage for EICMA RIDING FEST, supporting the event's regional presence. The regional government is listed under the 'Under the Patronage of' section of the EICMA RIDING FEST website.
• Comune di Misano AdriaticominorOthersThe municipality of Misano Adriatico provides patronage for EICMA RIDING FEST, supporting the event held at the Misano World Circuit within its territory.
• Radio DeeJayminorGTM or Marketing PartnerRadio DeeJay, an Italian radio station, is listed as a cooperating partner for EICMA RIDING FEST, providing radio/media support and coverage for the event.
• Motor Valley (Motor Valley Development District)minorGTM or Marketing PartnerMotor Valley is listed as a partner on the EICMA RIDING FEST website. Motor Valley Development District promotes the Emilia-Romagna motorsport and high-performance vehicle cluster, of which the motorcycle industry is a key component. EICMA's collaboration with Motor Valley reinforces the region's identity as the heart of Italian motorsport heritage.

Scale indicators5 records

Recent moves2 records

Expansion highlights6 records

Broad incumbents

• Reed Exhibitions (RX): Global exhibition organizer operating across dozens of industries — comparable as a broad incumbent whose automotive/mobility shows (e.g., Automechanika) compete for global exhibitor marketing budgets alongside EICMA.
• Messe Frankfurt GmbH: One of the world's largest trade fair organizers operating across multiple industries including mobility — a broad incumbent whose Ambika mobility events and scale represent an adjacent competitive and partnership reference point.
• Fiera Milano S.p.A. Italian trade fair venue operator and organizer, host of EICMA at Rho and itself a broad incumbent in Italian exhibitions — comparable as a venue/event partner with overlap into organizing its own consumer and mobility shows.

Direct peers

• INTERMOT (Koelnmesse): Biennial international motorcycle and scooter trade fair held in Cologne, Germany — the most direct global rival to EICMA for European motorcycle OEM marketing budgets and media attention.
• Salon de la Moto (Paris Motorcycle Show): Annual motorcycle and scooter show held in Paris — comparable as a European consumer-facing motorcycle exhibition competing with EICMA for OEM participation and French/European enthusiast attendance.
• Eurobike (Messe Friedrichshafen): Leading international bicycle and e-bike trade fair in Friedrichshafen, Germany — directly comparable as a major European two-wheel trade show serving overlapping exhibitor bases in the cycling segment of EICMA's portfolio.
• AIMExpo (Motorcycle Industry Council): American International Motorcycle Expo — the leading North American powersports trade and consumer show, directly comparable as a regional motorcycle exhibition event targeting OEM exhibitors and enthusiast visitors.

Regional players

• Tokyo Motorcycle Show (Tokyo Motorcycle Show Association): Japan's flagship motorcycle exhibition held annually at Tokyo Big Sight — a regional peer serving the Asian motorcycle market with comparable exhibitor and visitor propositions to EICMA.
• Bangkok International Motorcycle Show: Major Southeast Asian motorcycle exhibition — comparable as a regional two-wheel trade show focused on a high-growth Asian market with similar OEM exhibitor and consumer visitor dynamics.

Others

• Federazione Motociclistica Italiana (FMI): Italian motorcycle federation and EICMA co-delivery partner for riding courses and youth programs — adjacent ecosystem participant that enables EICMA's experiential content rather than competing for exhibitor revenue.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UChVH9QWxEvTpQPEFSXPFrRQ
• Facebookfacebook.com/EicmaOfficial
• Instagraminstagram.com/eicmaofficial
• Xx.com/official_eicma
• LinkedInlinkedin.com/company/eicma-spa

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Esposizione internazionale del ciclo, motociclo, accessori