Versant continues to add to its expansive golf portfolio. The media company, which owns Golf Channel, will acquire golf technology firm Full Swing for $530 million in cash.
What We Know: Versant is buying Full Swing from Bruin Capital and a group of minority investors. All will be subject to customary purchase price adjustments. The deal strengthens Versant’s Golf vertical, which includes Golf Channel, GolfPass and GolfNow. In May, Versant reported platforms business revenue, which includes GolfNow, rose 9.5% to $192 million. Full Swing brings advanced golf simulators, tracking software and analytics into that portfolio.
What They Said: Versant CEO Mark Lazarus: “Full Swing is exactly the kind of strategic platform that reflects how we are building Versant: investing in our core markets, extending the reach of our iconic brands and creating new ways to serve passionate audiences.”
Full Swing CEO Ryan Dotters: “Joining Versant gives us the scale and distribution to bring our technology to even more golfers, athletes and fans.”
What Remains Unclear: Versant hasn’t detailed how Full Swing’s simulator entertainment business will fit alongside its existing golf software offerings like GolfNow. It’s also unclear whether more golf-adjacent acquisitions could follow.
What It Means: The acquisition reinforces Golf as Versant’s blueprint vertical, one CEO Mark Lazarus has called a model for the rest of the company. It also continues a broader strategy of tucking acquisitions into existing verticals. Ultimately, the deal pushes Versant closer to its goal of rebalancing revenue toward digital and subscription businesses.
Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.
John Mamola is Barrett Media’s sports editor and daily sports columnist. He brings over two decades of experience (Chicago, Tampa/St Petersburg) in the broadcast industry with expertise in brand management, sales, promotions, producing, imaging, hosting, talent coaching, talent development, web development, social media strategy and design, video production, creative writing, partnership building, communication/networking with a long track record of growth and success. He is a five-time recognized top 20 program director in a major market via Barrett Medi’s Top 20 series and has been honored internally multiple times as station/brand of the year (Tampa, FL) and employee of the month (Tampa, FL) by iHeartMedia. Connect with John by email at John@BarrettMedia.com.