BSN Sports, a direct marketer and distributor of sporting goods to the school and league markets and a division of Varsity Brands, on Friday announced that it has acquired Athletics Unlimited, based in Sacramento, CA. Financial terms of the deal were not disclosed.

AU, which has been family-owned and led by The Rasmussen Family for more than 30 years, is a team supplier in California and Nevada.

Terry Babilla, BSN Sports president, said, “Since 1988, Randy and Jordan have built and nurtured a business that aligns squarely with BSN Sports’ own values – most notably, a ‘people first’ approach that ensures a rewarding and winning culture for employees, excellent customer service, and a commitment to investing in local communities. With this common foundation, we are confident that AU’s customers and employees will now benefit from access to BSN Sports’ vast inventory, industry-leading technology and superior sales platform.”

AU Partner and CEO Jordan Rasmussen, added, “We have always taken pride in our commitment to investing in our people and in our customers and believe – without equivocation – that joining forces with BSN Sports is consistent with this philosophy. We will now be able to access their unparalleled resources while maintaining our presence and relationships in California and Nevada. The innovation, technology and resources that BSN Sports brings will be a win-win for our customers and our entire team.”

Babilla concluded, “In general, BSN Sports’ investments over the last 12 months – applied in equal measure across the entire team sports’ landscape – reflects our unyielding commitment to fulfill our mission and improve the lives of our student-athletes, coaches and athletic directors. Across the country, our sales force is now more local than ever and is poised to continue revolutionizing team sports through equal access, convenience and peace of mind. We look forward to continuing to seek out partners that share our values and have a passion for building lifelong customer relationships.”

Photo courtesy Athletics Unlimited