Versant Media Group is acquiring the sports tech company Full Swing from Bruin Capital and a group of minority investors for approximately $530 million.
The deal brings to Versant an interactive sports platform that delivers immersive simulation, launch monitors, virtual greens, integrated software, and performance data. Built for golf, the platform is expanding into baseball and other sports. For Versant, it will help deepen its engagement with golf fans and create opportunities across content, commerce, training, venues, and performance data. Versant is home to the Golf Channel, GolfNow, and GolfPass, among other sports brands.
“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, CEO of Versant. “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.”
“Full Swing will add a powerful performance layer to Versant, bringing interactive products, precise data and immersive software to players wherever they engage, including at home, on the range, in venues or with coaches,” added Will McIntosh, president of digital platforms and ventures at Versant.
“Joining Versant gives us the scale and distribution to bring our technology to even more golfers, athletes and fans, while staying focused on what we do best—building the most connected and immersive way to play and train,” added Ryan Dotters, CEO of Full Swing. “We’re proud of what our team has built, and we look forward to growing it alongside Versant’s portfolio of iconic brands.”
Once the transaction closes, Full Swing will operate within Versant’s digital platforms and ventures portfolio, with Dotters reporting to McIntosh.
