• Loading stock data...
Wednesday, October 8, 2025

Executives Believe Golf’s ‘First-and-10 Line’ Can Help Build the Sport

Photo credit: Toptracer
nbc-toptracer

Photo via Toptracer

NBC Sports Group’s use of Toptracer tech could help attract fans to golf and demonstrate the broader application of the tech to lower the barrier of entry to the game.

NBC Sports and Topgolf Entertainment Group, the parent company of Toptracer, announced a partnership this week to include the tracking technology on PGA tour telecasts this season.

“Topgolf and NBC Sports are two companies focused on technical innovation across the golf industry,” said Mike McCarley, president of golf for NBC Sports Group. “This forward-thinking partnership allows us to combine our strengths to modernize how fans engage with golf.

“We’re thrilled to expand our partnership for high-quality PGA Tour coverage, but we’re equally excited to showcase technology like Toptracer Range for golf courses to help evolve the golf experience for the future and bring new fans to the sport.”

READ MORE: USOC Continues Turn to Tech to Increase Medal Counts in Tokyo

The Toptracer ball-tracking technology will be on all of NBC Sports PGA Tour golf telecasts, starting with the Waste Management Phoenix Open, which tees off on Jan. 31. The ball tracking will be viewed on either live video or NBC Virtual Follow, which traces the ball’s trajectory over a graphic of the hole.

Rather than just a white ball in the air, the Toptracer tech provides 3D flight data analytics, including ball speed, apex, curve and carry. Topgolf acquired and rebranded Protracer is 2016.

Toptracer President Ben Sharpe said he’s excited the potential the partnership brings to fans watching a golf broadcast and equated it to football’s introduction of the First-and-10 line.

“When it started, it was [Founder Daniel Forsgren] watching and seeing the ball in the air, but didn’t know if it’s fading or drawing,” Sharpe said. “He was trying to find a way to show information for golf fans of all knowledge levels to appreciate.”

Sharpe previously worked at TaylorMade Golf Company, including a stint as CEO, until 2015 and joined Toptracer in 2018, despite not looking to get back into golf. He said he saw the opportunity of the technology to grow the game, which he loves and is now having the “most fun ever” in his career.

[mc4wp_form id=”8260″]

The partnership’s announcement also mentioned the potential of future content development initiatives.

What Sharpe is potentially most excited about is the partnership’s ability to help commercialize the Toptracer technology beyond the Topgolf locations — which see 18 million people annually. He said the partnership will accelerate the technology’s implementation at golf courses and driving ranges, opening up access to the game.

NBC Sport’s Golf division includes GolfNow, an online tee time and booking platform, which is now the official sales partner for Toptracer Range, the consumer-facing product for golf facilities.

“We’re in the business of helping our golf course partners leverage these new concepts to attract more golfers to their facilities and build their businesses,” said Will McIntosh, executive vice president of strategy for golf at NBC Sports. “Toptracer Range is a perfect example and we’re looking forward to showcasing this new technology to our partners around the world.”

READ MORE: Why Mastercard Holders Will Soon Get Unique Benefits From Topgolf

The Toptracer Range places a camera on the bays, with in-bay monitors, which provide similar data seen on the broadcasts. The data can then be tracked through different sessions on the company’s mobile app.

The technology at a driving range can open up virtual games, such as longest drive and closest to the pin competitions and virtual golf courses.

“We’re all consuming more media through digital form now and what we can do is digitize the game and bring it to a much wider demographic,” Sharpe said. “In an industry that people say participation is down because it takes too long or is too hard, we want to get people back in.

“We’re creating a leisure activity where family and friends can have an enjoyable experience on a range, when they used to be for middle-aged males.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Amazon Adds Golf to Its Packed Black Friday Sports Lineup With NFL,..

On Nov. 28, The Skins Game will return for the first time since 2008.
Ballers in Philadelphia
exclusive

Backer of SlamBall, Ballers Armed With $150M for New Fund

The fund will offer sports and entertainment companies deals that don’t involve equity.
Paul Cartier

Sports Organists Are Still Thriving in the Era of Raucous Arena Music

“When they walk out and they see a real organ guy, it’s like, ‘Wow.’”
Sep 27, 2025; Milwaukee, Wisconsin, USA; Milwaukee Brewers center fielder Jackson Chourio (11) rounds the bases after hitting a home run during the sixth inning against the Cincinnati Reds at American Family Field.

Milwaukee Moneyball: Brewers Are Beating MLB’s Deeper Pockets

Milwaukee is holding its own against big-budget competitors.

Featured Today

Kōloa Rum Company Rum Rusher

Panthers Bubbly, Jets Wine, Manning Whiskey: The Sports Booze Boom

A sommelier dives into the sports booze trend—and tries Jets wine.
Nov 17, 2024; Pittsburgh, Pennsylvania, USA; Pittsburgh Steelers fans wave Terrible Towels against the Baltimore Ravens during the fourth quarter at Acrisure Stadium
September 26, 2025

Steelers’ Irish Roots Are Deeper Than NFL Dublin Game

The Steelers have history and the foundation for a future in Ireland.
FARMINGDALE, NY - SEPTEMBER 23: Rory McIlroy of Team Europe hits out of the rough on the first hole during the 2025 Ryder Cup at Bethpage State Park on Tuesday, September 23, 2025 in Farmingdale, New York.
September 25, 2025

Ryder Cup in New York: Record-Setting Hopes and Fan Concerns

Organizers anticipate record attendance and revenue, but worry remains about fan behavior.
FARMINGDALE, NY - SEPTEMBER 22: Cameron Young of Team USA hits his tee shot on the third hole during the 2025 Ryder Cup Practice Round at Bethpage State Park on Monday, September 22, 2025 in Farmingdale, New York.
September 23, 2025

U.S. Ryder Cup Players Will Be Paid. Not Everyone Is Pleased

Americans are receiving a $200,000 stipend, and not everyone is pleased.
October 6, 2025

Mark Sanchez Charged With New Felony in Indianapolis Case

The broadcaster and ex-NFL quarterback faces up to six years in prison.
Mar 19, 2023; Miami, Florida, USA; USA shortstop Trea Turner (8) throws to first base for an out during the first inning at LoanDepot Park.
October 7, 2025

Fox Picks Up Media Rights to 2026 World Baseball Classic

The network will repeat its role in the international baseball tournament.
Sponsored

How Jenny Just Is Shaping the Future of Sports Ownership

Jenny Just on bringing her investment experience to sports ownership.
Sep 27, 2025; Athens, Georgia, USA; Georgia Bulldogs running back Josh McCray (2) runs against Alabama Crimson Tide linebacker Nikhai Hill-Green (41) and defensive back Keon Sabb (3) in the second half at Sanford Stadium.
exclusive
October 2, 2025

College Football Viewership Is Up Double Digits. Here’s Why

Average game viewership is up by more than 10% so far.
The NBC Sports broadcast team works Michigan State's football game against Boston College on Saturday, Sept. 6, 2025, at Spartan Stadium in East Lansing.
October 2, 2025

NBC Sports, Peacock Stay on YouTube TV With Long-Term Deal

The broad-based agreement keeps NBC channels with the key distributor.
Georgia Bulldogs quarterback Gunner Stockton (14) throws the ball during the first half of a NCAA college football game against Alabama in Athens, Ga., on Saturday, September 27, 2025.
October 1, 2025

Alabama-Georgia Draws 10.4M Viewers, Drives Record CFB Season Pace

ABC drew 10.4 million viewers for Alabama-Georgia.
Green Bay Packers wide receiver Christian Watson (9) pulls down a touchdown reception against Dallas Cowboys cornerback DaRon Bland (26) in the fourth quarter during their football game Sunday, November 13, at Lambeau Field in Green Bay, Wis.
September 24, 2025

Packers-Cowboys Game Is Getting Super Bowl–Like NBC Treatment

The network will bring its pregame show to Dallas.