Versant Acquires Sports Tech Firm Full Swing For $530M

Versant Media Group has acquired sports tech firm Full Swing for $530 million in cash, expanding its portfolio of businesses operating outside of traditional linear TV.

Full Swing, which makes hardware and software used by consumers, competitive athletes, coaches, and commercial venues, had been owned by private equity firm Bruin Capital and a group of minority investors.

After completing its spin-off from Comcast earlier this year, Versant said it was aiming to derive at least half of its revenue from non-linear TV sources. It operates a roster of cable networks that had been part of Comcast-owned NBCUniversal.

The deal is expected to close in the second half of 2026, the companies said.

While it began in golf, Full Swing is expanding into baseball and other sports. Its interactive platform enables simulations and delivers performance data, aiding in practice, play, training and entertainment.

Inside of Versant, Full Swing will be part of Versant’s golf business, which includes Golf Channel as well as services businesses GolfNow and GolfPass. Full Swing will operate within Versant’s Digital Platforms and Ventures portfolio, and its CEO, Ryan Dotters, will join Versant and report to Will McIntosh, president of digital platforms and ventures.

“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,” Versant CEO Mark Lazarus said in a statement. “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.”

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