BSN Sports completed the acquisition Milwaukee Sporting Goods (MSG) based in Menomonee, WI.  MSG is the leading distributor of team apparel and equipment throughout the state of Wisconsin. MSG was formerly a member of the ADA buying group.
 
“We are thrilled to welcome Greg Monfre and his talented team to the BSN Sports family”, said Adam Blumenfeld, the company’s chairman and CEO. “MSG is a significant addition to our family. Their culture of growth and always putting the customer first is a perfect fit with our 500+ sales professionals nationwide. We look forward to a terrific future together, and  focusing on expansion throughout the Upper Midwest.”
 
Gary Monfre of MSG stated: “We are excited about this opportunity to become a part of the BSN Sports Team. With our strong relationships in the field coupled with the resources that BSN has to offer, we will be able to further solidify our commitment to the schools, leagues, student athletes and fans in our region. This allows our customers and sales professionals to continue to work with an organization that values personal service and custom solutions. ”
 
Blumenfeld concluded: “With the addition of MSG, we have added over 125 sales professionals in the last twelve months.  We have recently added valuable team-mates across the USA, including Kansas, California, Colorado, Utah, New Mexico, Washington, Oregon, Nevada, Alabama, Oklahoma, Mississippi, Ohio, New York, Florida and Tennessee. We will continue to seek out partners that share our values and have a passion for building lifelong relationships with customers.”

Dallas-based BSN Sports is the leading marketer, manufacturer and distributor of sporting goods apparel and equipment. A division of Varsity Brands, BSN Sports markets and distributes its products to institutional and team sports customers in colleges and universities, middle and high schools, and recreational programs throughout the United States via catalog, e-commerce, and direct sales.