Versant Media Group has agreed to acquire Full Swing, a leading golf simulation company, from private equity firm Bruin Capital for approximately $530 million in cash.
The transaction represents a significant expansion into non-traditional media assets for the owner of CNBC, MS Now, and the Golf Channel.
The acquisition underscores Versant's broader strategy to diversify its revenue base amid ongoing pressures on traditional cable television models.
By integrating a technology-driven simulation platform, the media group aims to capture growth in the interactive sports entertainment sector, leveraging its existing brand equity in golf broadcasting.
Full Swing, known for its high-fidelity golf simulators used in both consumer and professional settings, will operate as a distinct unit within Versant's portfolio.
The deal is expected to close later this year, subject to customary regulatory approvals and closing conditions.