Golf Channel has a challenging—but also potentially opportunistic—future ahead under parent company Versant, which officially completed its long-planned spin-off from NBC Sports parent Comcast this month, and began trading as its own entity on Nasdaq on Jan. 5.
Since 2011, when Comcast acquired NBCUniversal, Golf Channel had negotiated media-rights deals as part of the NBC Sports family. But that changed last year, when Versant struck its first deal—an extension of USGA rights—albeit in partnership with fellow incumbent broadcaster NBC.
A similar arrangement could be in the works as Versant and NBC pursue extensions of their R&A media rights, which include the Open Championship and expire in 2028.
“We were together as one company for many, many years. So, we know how to work together—very comfortable with them,” Versant EVP of Golf Tom Knapp told Front Office Sports at the PGA Show earlier this month.
“But we both have to be prepared that we will negotiate independently, and like a lot of other sports properties, folks partner up to make it work. We may do that. We’d love to continue to do it—to renew an R&A deal and be partnered with NBC, but it’s impossible to tell how that’s going to go.”
Beyond Golf Channel, Versant also airs some golf on USA Network. The company has golf rights across the USGA, R&A, PGA Tour, and LPGA, and it just extended its deal with DP World Tour through 2030.
In August, Versant Sports president Matt Hong told FOS he believed the company would have “certain freedoms in flexibility as Versant that we previously didn’t have.” Knapp echoed that belief this month, saying the split brings “a lot more focus. Golf is a priority at our company, full stop.”
One emerging golf property Versant will explore is WTGL, the women’s indoor team golf league that will launch later this year complementing TGL, which was founded by Tiger Woods and Rory McIlroy.
“It’s great to see TGL starting a women’s division,” Knapp said. “We’re very bullish on women’s sports at Versant. We will absolutely look at WTGL. We haven’t done that yet—very early—but thrilled that they’re doing it.” USA Network will air 50-plus WNBA games per season under the league’s latest media-rights deal.
WTGL is in the market for a media-rights partner, while TGL’s initial two-year media-rights deal with ESPN expires after this 2026 season.
Another area of focus for Golf Channel is a deal with Good Good Golf, an influencer group that has more than 2 million YouTube subscribers. Golf Channel has already broadcast several Good Good events, and is partnering to revive the competition reality series Big Break in August.
“Growing up, that was mine and my dad’s favorite show to watch on the Golf Channel,” Good Good member Tom “Bubbie” Broders told FOS. “So, to bring it back full circle, where we have the opportunity to host it—beyond excited. We were very grateful for them to think of us to come back and spearhead the revival of that show.”
Other alternative broadcasts include the Golf Channel Games, which debuted in December, featuring Rory McIlroy, Scottie Scheffler, and other PGA Tour stars. Knapp said the network “probably wouldn’t have done” the Golf Channel Games if it were still operating under the Comcast/NBC Sports umbrella. Planning for a second edition in 2026 is already underway, Knapp confirmed.
Golf Lessons at Versant
Golf in general is also playing an important role for Versant overall.
“If you look at the economics of our golf vertical, 50% comes from the network, Golf Channel, and 50% now comes from GolfNow and GolfPass,” Versant president of digital platforms and ventures Will McIntosh told Front Office Sports at the PGA Show earlier this month.
GolfNow is the tee time-booking service that works with more than 9,000 golf courses around the world, and GolfPass is a subscription service that offers content and golf discounts.
Versant has 11 brands across entertainment, news, and sports, including seven cable TV channels and four digital products. McIntosh said the company would like to see all of its verticals have a strong balance like golf has between cable and digital.
“If you look at Versant overall, I think that those numbers are more like 80–20 [in favor of cable],” McIntosh said. “But the idea is that over some reasonable period of time, the entire portfolio gets to 50–50.”
