Versant Announces Long-Term Partnership Extension with Rory McIlroy, Launches New Production Venture

GolfPass, part of VERSANT’s Digital Platforms & Ventures portfolio, announces a major extension and evolution of its flagship partnership with top professional golfer Rory McIlroy.

Under the agreement, which extends through 2038, McIlroy will continue to serve as the global face and partner of GolfPass, reinforcing the platform’s commitment to best-in-class golf experiences.

Additionally, VERSANT and McIlroy will also launch “Firethorn Productions,” a new media and production label. The venture will be jointly operated by McIlroy’s business partners and VERSANT leadership, with a mission to produce original content and experiences that celebrate Rory’s world and the modern golf lifestyle, including;

• Documentary and long-form storytelling
• Branded commercial campaigns
• Live fan experiences and special events
• Multi-platform digital activations across GolfPass, Golf Channel, and other VERSANT properties

“Rory has been the ideal partner since the inception of GolfPass,” says Will McIntosh, President of Digital Platforms and Ventures for VERSANT. “This extension not only preserves the connection between our brand and one of the most respected athletes in the world; it unlocks entirely new paths for creativity, commerce, and fan engagement.”

“Rory’s partnership with GolfPass has always been about elevating the game and creating meaningful experiences for golfers everywhere,” says Sean O’Flaherty, Managing Director of Rory McIlroy Inc. “This next chapter deepens that mission. The launch of our new production venture and the continued alignment with GolfPass opens the door for new storytelling, new innovation, and new ways for fans to connect with Rory and the game of golf.”

Since launching in 2019, Rory’s influence has been central to GolfPass’s identity, shaping its premium instruction, entertainment offerings, and membership experience for golfers worldwide. His presence has anchored some of the platform’s most successful content and campaigns, driving both brand trust and global membership growth.

The expanded partnership ensures continued alignment between GolfPass and McIlroy while opening new avenues for storytelling, membership growth, and multi-platform innovation. It also represents another example of VERSANT’s relationships with major sports leagues and partners, further advancing the company’s broader sports and digital strategy.