Utrecht, 19 February 2026 - The 40th edition of MOTORbeurs Utrecht started this morning full of energy. During the opening, it was announced that the RIDERS Festival - which will celebrate its 8th year this year in May - will from now on officially continue under the name "RIDERS Festival - Powered by MOTORbeurs Utrecht". For this, Royal Jaarbeurs, All Brands United and Motor.NL Media Company are joining hands to further strengthen and expand the RIDERS Festival. These three parties signed a letter of intent confirming their joint ambitions and long-term vision for the event.
Building further together to connect more with motorcyclists
By signing the declaration of intent, the parties express their desire to invest together in the future of the RIDERS Festival. Not in the form of firm commitments, but as a shared ambition to make the event stronger, bigger and more attractive to everyone who loves motorcycling. MOTORbeurs Utrecht and Motor.NL Media Company are joining forces to organise the event together in 2026. Everything is done in close consultation with All Brands United whose participation remains essential for the further development of the event. RAI Association and its motorbike section members share this ambition and want to continue participating in this cooperation under the flag of the All Brands United collective.
"This cooperation means a huge step forward for the entire motorbike community," says Nick Glättli, general director of Motor.NL Media Company. "The RIDERS Festival has shown in recent years how much energy and passion there is among motorcyclists, and joining forces with Jaarbeurs and All Brands United creates a unique opportunity to further develop the RIDERS Festival into an event that surprises, connects and inspires even more. We are going for an edition in 2026 that raises the bar again with a focus on growth in the years to come."
Experience, connection and growth for the entire motorbike community
According to fair manager Rachel Jankowsky, the new partnership fits seamlessly with what has driven MOTORbeurs Utrecht for forty editions: building a close-knit community around pure motorbike passion. "For us, this is a wonderful step. MOTORbeurs Utrecht has been the start of the motorbike season for forty years. With this cooperation, we connect the power of All Brands United, Jaarbeurs and Motor.NL Media Company to the RIDERS Festival. That means more experience, more brands and an even stronger community. We will really take the event to the next level and we will do that together." According to Jankowsky, MOTORbeurs Utrecht is the familiar starting point of the year, while the RIDERS Festival is developing into the logical sequel in spring. A place where motorcyclists meet again for shows, action, music and where experience and test riding are central.
RIDERS Festival - Powered by MOTORbeurs Utrecht - ready for the next step
In the coming months, the three parties will continue working on the content, branding and new experience elements. The role of All Brands United will be crucial: the collective strength of the importers should make the event even more recognisable and attractive for visitors and the motorbike industry. Additional information on participating brands, programme elements and new activations will be announced in the run-up to the event on 30 and 31 May 2026. Ticket sales have already started.
More information:
www.motorbeursutrecht.nl
www.ridersfest.nl
