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August 16, 2021

Dallas— BSN SPORTS, the nation’s largest direct marketer and distributor of sporting goods to the school and league markets and a division of Varsity Brands, today announced that it has acquired Jim Ludtka Sporting Goods (Ludtka’s) based in Depew, NY, a suburb of Buffalo. A 2nd generation family-owned business, Ludtka’s has served both national and regional custom uniform and team equipment needs since its establishment by Jim and Norma Jean Ludtka in 1971. Mr. Ludtka, a former New York Yankee shortstop, Baltimore Orioles scout and co-founder of the Cheektowaga Semi-Pro Baseball League, tailored the business around supporting the growth and development of local baseball leagues and teams before transitioning the business to daughter and current owner, Debbie Lancellotti.

The acquisition of Jim Ludtka Sporting Goods serves as the latest accelerant to BSN SPORTS’ team sports model, as the company continues to strategically expand its geographic footprint and professional sales team across the county.

Terry Babilla, BSN SPORTS’ President, said, “Given the rich history of the Ludtka name and business in the greater Buffalo area, we are excited to continue the tradition of offering tailored customer service and custom products to their coaches, athletes and customers. We look forward to this opportunity to expand upon the Ludtkas’ strong foundation by supporting their local and national customer base with access to top brand inventory, our line of team and school campus branding products and exclusive digital resources to truly bring forth a one-stop shopping experience for coaches, athletic programs and communities.”

Debbie Lancellotti added, “Jim Ludtka Sporting Goods has proudly serviced Buffalo, the surrounding Western New York area, and more recently, national markets since 1971.  It has always been our top priority to provide quality merchandise and excellent customer service.  BSN SPORTS is a prominent leader in our industry and will continue to support our schools, teams, leagues and organizations with excellent service and extensive brand options.”

Mr. Babilla concluded, “With the return of Fall athletic seasons, our BSN SPORTS team is eager to support their local communities and coaches with the tools and services that allow coaches and organizations to focus on making a positive impact in the lives of their athletes. As a company, we will continue to strategically grow our team with seasoned professionals who provide best-in-class service and have a passion for building lifelong customer relationships.”

If you are interested in joining the fastest growing organization in sports, please contact Dan Dickman at or Bob Dickman at