A major media owner is expanding beyond TV. Versant Media Group will buy golf simulator company Full Swing for $530 million. The deal signals a push into new business areas.
Versant Media Group is making a significant move to diversify its business by acquiring Full Swing, a golf simulation company, for approximately $530 million in cash. This acquisition is designed to extend Versant's reach beyond its core cable networks and into new revenue streams that complement its existing brands.
The agreement will see Versant Media Group purchase Full Swing from Bruin Capital, a private equity firm. Versant, which owns cable channels such as CNBC, MS NOW, and the Golf Channel, has been actively seeking investments outside traditional media since becoming a public company in January after its spinout from Comcast.
According to the company, this deal follows a strategy outlined by CEO Mark Lazarus, who has emphasized the importance of expanding into nontraditional media businesses. The acquisition of Full Swing is intended to broaden the scope of Versant's portfolio and strengthen its position in the evolving media landscape.
Full Swing is known for its advanced golf simulation technology, which is used by both professionals and enthusiasts. The purchase reflects Versant's ongoing efforts to align its brands with new consumer experiences and business opportunities.
Versant Media Group began trading as an independent public company in January 2026, following its separation from Comcast. The company operates several well-known cable networks and has been pursuing growth through targeted acquisitions and investments in adjacent sectors.
