Private equity firm Seidler Equity Partners is exploring the sale of its stake in Rawlings Sporting Goods, the iconic US baseball equipment manufacturer, in a deal that could value the business at around $2bn, including debt, according to a report by Bloomberg.
The report cites unnamed people familiar with the matter as revealing that Seidler has engaged advisers to gauge investor interest in the company, which it co-owns with Major League Baseball (MLB). Discussions are ongoing and no transaction has been agreed.
Seidler acquired Rawlings alongside MLB in 2018 from Newell Brands in a transaction valued at $395m.
Founded in 1887, Rawlings is one of the best-known brands in baseball and softball equipment and serves as the official supplier of game balls to Major League Baseball. The company is expected to attract interest from financial sponsors and strategic buyers seeking exposure to the growing sports investment sector.
Investor appetite for sports-related assets has strengthened in recent years as private equity firms increasingly target businesses benefiting from resilient fan engagement, expanding media rights and participation in youth sports. While much of that investment has focused on acquiring minority stakes in professional sports franchises, firms have also broadened their interest to businesses across the wider sports ecosystem, including equipment manufacturers, technology providers and data companies.
A sale of Rawlings would offer buyers access to a long-established sports brand with a dominant position in baseball equipment, at a time when sports-related assets continue to command premium valuations.
Seidler Equity Partners, based in California, invests across consumer, manufacturing, healthcare and business services sectors. Its current portfolio includes businesses such as LA Fitness, LaserAway, Uppababy and Frida.
