Golf star Rory McIlroy has launched a new production venture with VERSANT.
The deal comes alongside McIlroy extending his run as the face of the GolfPass subscription service through 2038. Firethorn Productions will be jointly operated by McIlroy’s business partners and VERSANT leadership. It will work across documentary and long-form content, branded commercial campaigns, fan experiences and digital activations across GolfPass, Golf Channel, and other VERSANT properties.
“Rory has been the ideal partner since the inception of GolfPass,” said Will McIntosh, president of digital platforms and ventures for VERSANT. “This extension not only preserves the connection between our brand and one of the most respected athletes in the world; it unlocks entirely new paths for creativity, commerce, and fan engagement.”
“Rory’s partnership with GolfPass has always been about elevating the game and creating meaningful experiences for golfers everywhere,” said Sean O’Flaherty, managing director of Rory McIlroy Inc. “This next chapter deepens that mission. The launch of our new production venture and the continued alignment with GolfPass opens the door for new storytelling, new innovation, and new ways for fans to connect with Rory and the game of golf.”
