Versant, the spin-off division of the NBCUniversal (NBCU) US media giant, has entered into a deal to buy sports technology (hardware and software) firm Full Swing from Bruin Capital.
The transaction, worth approximately $530 million, will bring Full Swing into Versant's digital platforms and ventures stable, and is expected to be finalised later in the second quarter of 2026 (subject to the usual closing and regulatory conditions).
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Full Swing is set to add an interactive sports platform to the Versant portfolio, spanning "immersive simulation, launch monitors, virtual greens, integrated software, and performance data."
Full Swing is a golf-centric platform that is now extending across baseball and other sports, and supports practice, play, training, and entertainment across at-home, commercial, and professional situations and environments.
The brand has been owned by Bruin (headed up by George Pyne) since July 2021.
NBCU is set to house Full Swing within its existing golf business, which already contains Golf Channel, GolfNow (a booking service), and GolfPass (a membership offering). The media heavyweight has said the acquisition also creates opportunities to develop an ecosystem across sectors such as "content, commerce, training, venues, and performance data."
Mark Lazarus, Versant chief executive (CEO), commented: "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.”
Ryan Dotters, CEO at Full Swing, added: "This is an exciting next chapter for Full Swing. 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."
Versant was created in November 2024 (and completed as a spin-off in January) and then named as such in May of last year.
Full Swing, meanwhile, is currently a sponsor of TGL, the tech-infused stadium-based golf league run by Tiger Woods and Rory McIlroy’s TMRW Sports venture.
