The New York Times Co. has games. Disney has theme parks. And Versant Media has golf.

In an era when more traditional media companies are looking beyond usual revenue streams, Versant on Monday revealed plans to buy Full Swing, a sports technology firm that enables clients, coaches and athletes to use simulations and provides performance data, for $530 million in cash from Bruin Capital and a group of minority investors.

The purchase will bolster Versant’s growth in the direct-to-consumer golf space. The company, which operates Golf Channel, also owns GolfNow and GolfPass, which help users book tee times and get instruction, and its executives have discussed in the recent past their plans to expand the company’s revenue mix not tied to traditional media businesses like advertising and distribution. Versant’s goal is for half of its revenue to come from new digital businesses and direct-to-consumer operations, and the other half to come from media outlets it owns, including MS NOW and CNBC.

“Full Swing is exactly the type of strategic platform that reflects how we are building Versant:
invest in our core markets, expand the reach of our iconic brands and create new ways
serve passionate audiences,” Mark Lazarus, CEO of Versant, said in a prepared statement. “Sports
are increasingly interactive, more data-driven and more connected, and Full Swing allows us
to take advantage of that momentum. Building on our strength in golf, we see an opportunity to climb a
multi-sport technological platform for athletes, coaches, consumers and fans.”

Versant is one of several media companies looking to hone businesses other than those tied to video or traditional print. The New York Times Co. has found new ballast by publishing interactive games such as Wordle, Strands and Connections, a move recently emulated by other publishers including Conde Nast, which now offers games through its New Yorker publication. Disney has long managed theme parks, but has revealed plans to expand into an Abu Dhabi-based company, which will be managed by Miral.

Under the terms of the deal with Versant, which is expected to close in the second half of 2026, Ryan Dotters, CEO of Full Swing, will report to Will McIntoch, president of Versant’s digital platforms and businesses.