Versant to Acquire Sports Tech Company Full Swing for $530 Million
The deal expands Versant’s golf and digital platforms with simulators, analytics and performance data as it seeks more revenue from nontraditional businesses.
- On Monday, July 6, 2026, Versant Media Group announced a definitive agreement to acquire Full Swing, a sports technology company, for $530 million in cash, bolstering its golf vertical anchored by Golf Channel and GolfNow.
- Versant CEO Mark Lazarus has prioritized diversifying revenue away from traditional pay TV, targeting a mix where nearly 50% of earnings derive from digital, platform, and transactional businesses rather than media advertising.
- Full Swing, previously owned by Bruin Capital, provides advanced golf simulators and analytics software; Full Swing CEO Ryan Dotters will join Versant reporting to Will McIntosh, president of digital platforms and ventures.
- The transaction is expected to close in the second half of 2026, integrating Full Swing's simulators and analytics into Versant's multi-sports platform spanning immersive simulation, launch monitors, and performance data.
- Bruin Capital Founder and Chief Executive Officer George Pyne called the sale a "next chapter," as Versant builds an ecosystem spanning content, commerce, training, and performance data to serve interactive sports audiences.
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MS NOW & USA Parent Company Versant Expands Its Sports Empire With Major $530 Million Full Swing Acquisition
Versant is making its biggest move yet after adding another major piece to its growing sports strategy. The company announced Monday that it has entered into a definitive agreement to acquire Full Swing, a sports technology company known for its golf and baseball simulators, launch monitors, virtual greens, integrated software, and performance data tools. The […] The post MS NOW & USA Parent Company Versant Expands Its Sports Empire With Major $…
TvTechnology
TV Tech Industry NewsVersant to Acquire Sports Tech Company Full Swing for $530 Million
NEW YORK—Versant Media Group continues to make acquisitions following its spinoff from NBCUniversal earlier this year with a definitive agreement to acquire Full Swing, a leading sports technology company with patented hardware and integrated software used by consumers, competitive athletes, coaches, and commercial venues for about $530 million from Bruin Capital and a group of minority investors. Full Swing, which is best known for its golf sim…
The Hollywood Reporter
TV News CheckVersant Inks $530 Million Deal for Sports Tech Company Full Swing
Versant buys golf simulator company Full Swing for Golf Channel business.
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