The New York Times Co. has games. Disney has theme parks. And Versant Media has golf.
In an era when more traditional media companies are looking beyond the usual flows of revenue, Versant on Monday unveiled plans to purchase Full Swing, a sports technology firm that lets customers, coaches and athletes make use of simulations and provides data of performance, for $530 million in cash from Bruin Capital and a group of minority investors.
The purchase will bolster Versant’s growth in the direct-to-consumer golf space. The company, which operates Golf Channel, also owns GolfNow and GolfPass, which help users book tee times and gain instruction, and its executives have discussed in the recent past their plans to broaden the company’s mix of revenue not tied to traditional media businesses such as advertising and distribution. Versant’s goal is to have half of its revenue come from new digital businesses and direct-to-consumer operations, with the other half derived from media outlets that it owns, including MS NOW and CNBC.
“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,” said Mark Lazarus, Versant’s CEO, in a prepared statement. “Sports
are becoming more interactive, more data-driven and more connected, and Full Swing allows us
to build on that momentum. Starting from our strength in golf, we see an opportunity to scale a
multi-sports technology platform for athletes, coaches, consumers, and fans.”
Versant is among several media companies seeking to burnish businesses other than ones tied to traditional video or print. New York Times Co. has found new ballast by publishing interactive games such as Wordle, Strands and Connections — a move recently emulated by other publishers, including Conde Nast, which now offers games through its New Yorker publication. Disney has long managed theme parks, but has unveiled plans to expand to to a venture based in Abu Dhabi, which will be managed by Miral.
Under terms of the Versant deal, which is expected to close in the second half of 2026, Ryan Dotters, CEO of Full Swing, will report to Will McIntoch, Versant’s president of digital platforms and ventures.
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