Counselor’s exclusive ranking of the distributors with the most revenue in the promo products market.

BDA

(asi/137616)

Woodinville, WA-based BDA continued its growth trajectory in 2024 – growing its North American promo business by 4%, from $452 million in 2023 to $470 million last year – due to leaning in to three areas where CEO/co-founder Jay Deutsch and his team really shine: going all in on the sports market, snapping up top talent in the industry and recognizing that growing the company’s global footprint helps its domestic brand as well. For example, in September, BDA partnered with its hometown team – the Seattle Seahawks – to handle its European merch; in October it announced a licensing partnership with the National Women’s Soccer League, adding to its roster of sports partnerships with Major League Soccer and FIFA (the International Federation of Associated Football) for the 2026 World Cup. BDA also had two significant acquisitions in 2024: U.K. sports merchandise firm The Great Branding Company in June, complementing BDA’s existing overseas entities in the U.K. and Germany; and SwagUp, an API-first tech platform in December. Further, BDA hired industry veteran and past Counselor Power 50 member Tamara Borello, former COO of Counselor Top 40 distributor ePromos Promotional Products (asi/188515), as a divisional vice president of sales. Deutsch, a member of Counselor’s Power 50 since its inception, notes the company will further leverage its position and expertise in the sports and global markets, as well as put a greater emphasis on technology and shoring up its sourcing channels to continue BDA’s growth in the coming year.