Nielsen Business Media, parent company of Outdoor Retailer, and the Outdoor Industry Association (OIA) announced Wednesday that they will collaborate even more closely than in the past to grow the $289 billion-a-year outdoor industry.

Outdoor Retailer, which has produced trade shows since 1982, will increase its financial contributions to the OIA and its projects, and will increase discounts and services to OIA members.

In turn, the association will become Outdoor Retailer's title sponsor and will work with Nielsen to "enhance the quality, relevance and appeal of the trade shows" and to identify new business opportunities.

OIA President Frank Hugelmeyer said Nielsen's increased investment will help his association with "what we do best - working in Washington on behalf of the industry, producing compelling research and educational events, providing best-in-class solutions to businesses and growing the next generation of outdoor enthusiasts."

The partnership appealed to Nielsen Business Media for similar reasons, said Joe Flynn, vice president of the company's sports group, which produces Outdoor Retailer.

"The Outdoor Industry Association is doing a phenomenal job of creating a healthy business environment," he said, citing its work to promote active outdoor recreation, conserve wild lands and ensure fair prices for industry products.

Based in Boulder, Colo., the OIA provides trade services for more than 4,000 manufacturers, distributors, suppliers, sales representatives and retailers. Its programs include government lobbying, market and social research, business-to-business services and youth outreach initiatives.

Outdoor Retailer contributes more than $30 million annually to Utah's economy, attracting nearly 40,000 visitors to winter and summer markets based at the Salt Palace Convention Center.