• Loading stock data...
Monday, November 4, 2024
The Best Employers in Sports survey is open through Nov. 6 Learn More

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

Vanderbilt Commodores fans head to the south end zone as the goal post is taken down by exuberant fans after beating No. 1 Alabama 40-35 at Vanderbilt Stadium in Nashville, Tenn., Saturday, Oct. 5, 2024.
opinion

Something New in College Football This Year: Parity

Upsets, surprises. CFB is more fun on the field than the NFL.
Sep 28, 2024; Tuscaloosa, Alabama, USA; GOP Presidential candidate Donald Trump waves flanked by former Georgia Bulldogs player Herschel Walker, recording art Kid Rock, professional golfer John Daily, Alabama senators Tommy Tuberville (R) and Katie Britt (R) during the second half of the game between the Alabama Crimson Tide and the Georgia Bulldogs at Bryant-Denny Stadium.

Mission Swing State: College Football’s Political Advertising Battle

Trump, Harris, and the PACs that support them are utilizing the sport.

Comcast’s Olympic Gold: Paris Games Spark Surge in Peacock Subscribers

Company revenue and Peacock subscriptions rise thanks to a big Olympics boost.

The Untapped Revenue ‘Powder Keg’ of Women’s NFL Fandom

There’s a “boatload” of money at stake for brands and the league.
podcast thumbnail mobile
Front Office Sports Today

Surprising Start to MLB’s Offseason

0:00

Featured Today

Oct 19, 2024; Gainesville, Florida, USA; Florida Gators quarterback DJ Lagway (2) shakes hands while entering the locker room after a game against the Kentucky Wildcats at Ben Hill Griffin Stadium.
October 28, 2024

NIL Director Is the Trendy New Job in College Sports. But the Role Is Chaos

Athletic departments nationwide are hiring for what’s become their most important position.
FuboTV signage
opinion
October 26, 2024

Fubo’s Fight Against Streaming Giants Feels Futile

Fubo notched a legal win, but subs and stock still slump.
October 25, 2024

Inside The Wall at L.A. Clippers’ New $2B Home

FOS went inside the “contagious” energy at the L.A. Clippers’ Intuit Dome.

Sports Drive Fox Corp.’s Revenue Despite Election Ad Overload

The Fox Sports parent posted increases in revenue and earnings.
Fubo-TV
November 1, 2024

Fubo Reports 9% Subscriber Growth As Venu Sports Trial Looms

The sports-focused streamer grew revenue by 21%.
Tom Brady
November 4, 2024

Tom Brady Won’t Be Punished for Criticizing Packers-Lions Ejection

The “Brady Rules” faced their biggest test so far after Sunday’s broadcast.
Sponsored

World Series Delivers High-Demand Marquee Matchup

The hype around the World Series matchup drove ticket prices to record levels—but the Dodgers’ dominance quickly quieted the fervor.
Adam Schefter
November 1, 2024

Adam Schefter Uses Same Pirated NFL Clips As Everyone Else

ESPN’s NFL insider posted a video from an illegal stream Thursday night.
October 31, 2024

World Series Delivers 7-Year Ratings Record, Marking MLB’s Big Comeback

Viewership of the five-game win by the Dodgers soared by 74% over last year.
October 30, 2024

World Series Game 4 Draws 16.7M Viewers, Up 92% From 2023

The average audience of 16.7 million nearly doubles the comparable figure from last year.
October 30, 2024

Controversy, Championship Battles Keep F1 Viewers Tuned In

Lando Norris and Max Verstappen had a controversial encounter again Sunday.