Bell Sports, the company that invented the first protective helmets for auto racing, motorcycle riding and cycling over the past 50 years, has reunited all three sports categories and their respective product lines and world champion athletes under one dominant brand force.

The company announced 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. Financial terms were not disclosed.

Since 2002, sole proprietor Bob Booth has held the rights to the Bell brand for auto racing helmets and accessories in the Americas.