ATHLETES—Student Sports Publisher Sold to Marketing Firm

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Student Sports Inc., a Torrance-based company publishing the leading high school sports magazine, has been acquired by Silverstar Holdings, a Boca Raton, Fla. holding company that plans to use the publication to help it sell apparel and sports equipment to high school students nationwide.

In exchange for Student Sports magazine and its media and marketing operations, the company’s 34 shareholders received 10 percent of Silverstar’s Nasdaq-traded stock. The stock was trading at 57 cents last week.

Silverstar, which also owns Fantasy Sports Inc, a subscription-based online fantasy league for NASCAR and college basketball, is looking for $250,000 in financial backing to establish a manufacturing operation in China for a line of T-shirts, caps, gym shorts, sweat pants and sweat shirts. The parent company also will choose a U.S. manufacturer to produce a line of workout equipment, said Clive Kabatznik, Silverstar’s chief executive.

Silverstar posted a net loss of $5.3 million for the year ended June 30, compared with a $38.7 million loss in the previous year. Revenues were $1.3 million, up from $547,000 the year before.

Products will be sold through Silverstar’s call center in York, Penn., where 35 employees will build on the subscription base of the magazine. The publication contains features on 38 different high school sports and is mailed monthly to 40,000 high schools, colleges and media outlets nationwide.

In addition to the magazine and newsletter, Student Sports operates its own Web site and provides high school sports statistics to 11 other sites, including those operated by CNNSI and the Sporting News. The operation also provides content for Fox Sports Net 2, which broadcasts a monthly show titled, “Inside Cal-Hi Sports,” tracking Southern California high school athletics.

“They can shape it and mold it in their own way to gain brand recognition of their own to that age group,” said Richard Kerlin, managing director of marketing for L.A.-based Hill & Knowlton. “In today’s fickle and cluttered media environment, a direct marketing approach through a magazine is an important and appropriate strategic fit.”

Andy Bark, chief executive of Student Sports, said the acquisition provides a growth opportunity.

“Every time we’ve made a buck we’ve hired somebody or bought a computer,” he said. “Everyone’s earned a living wage while we’ve helped build this thing together, but no one’s gotten rich. This gives us a chance to take this thing to a greater level, which we fully expect to do.”

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