In 1980, the company merged with football helmet maker Riddell to form Bell-Riddell. The Bell-Riddell motorcycle division was sold in 1991. It became Bell Helmets. The remaining company was re-named Bell Sports. In 1999, the auto racing division was sold and split into two separate companies called Bell Racing Company (North America) and Bell Racing Europe (Europe, Asia and Africa). Bell Sports reacquired Bell Helmets in 2002, creating Bell Powersports. In 2005, it reacquired Bell Racing Company, and was itself merged into Easton-Bell Sports in 2006. Vista Outdoor acquired the company in 2016.