Versant Media Group acquires Full Swing for $530 million

This transaction aligns with a broader strategy Versant has pursued since spinning off from Comcast in January. By integrating Full Swing, the company gains a hardware-based anchor for its existing golf portfolio, which already includes the digital booking service GolfNow and the content hub GolfPass. The move follows the earlier acquisition of the AI-driven financial platform StockStory, intended to bolster the CNBC ecosystem.

Versant’s current leadership is pushing to shift the company's revenue composition, aiming for an even split between traditional media and digital, subscription, or ad-supported services. In the most recent quarterly report, the platforms business saw revenue climb 9.5% to $192 million. Lazarus described the purchase of Full Swing as a method to extend the utility of iconic brands while deepening engagement with niche, high-intent audiences.