CREDIT: CNBC
Versant, the newly formed public company emerging from NBCUniversal’s sports assets, has announced its first-ever sports media rights deal with the United States Golf Association (USGA), renewing its partnership for six more years. The agreement covers the US Open, the US Women’s Open, and all 11 USGA championships, with coverage across USA Network, Golf Channel, and Peacock streaming.
A Strategic Renewal
This deal continues an established relationship that dates back 30 years with Golf Channel, reinforcing the company’s position in golf programming. While primarily linear, Versant plans to expand digital streaming on golfchannel.com, reflecting evolving consumption habits while leveraging the reach and strength of cable networks.
Versant’s Sports Vision
Matt, a senior executive at Versant, outlined the company’s approach:
- Core Focus on Premium Sports: Maintaining marquee programming, including PGA Tour, USGA, LPGA, NASCAR, WNBA, and WWE.
- Digital Integration: Platforms like Golf Now and Golf Pass complement linear TV, offering booking, content, and travel perks.
- Flexibility in Partnerships: As a standalone public entity, Versant can collaborate with Peacock or third-party streamers to maximize rights value.
- Women’s and Emerging Sports: Continued investment in LPGA, NWSL, WNBA, and challenger sports to drive growth.
Growth and Competitive Edge
Despite being a smaller standalone company, Versant enters the market with $7 billion in annual revenue and healthy free cash flow, providing a strong foundation for expansion and potential inorganic growth. The company is also exploring cross-network synergies with CNBC and other cable channels to diversify its sports content distribution.
Looking Ahead
Versant’s approach is guided by strategic evaluation of future rights opportunities, from major leagues like MLB in 2028to niche and emerging sports, with a focus on driving core business growth. The USGA renewal signals Versant’s intent to remain active, competitive, and innovative in the evolving sports media landscape.
Takeaway
The USGA deal is more than a renewal—it’s a strategic declaration. Versant is positioning itself as a flexible, modern sports media company, balancing linear television strength, digital innovation, and premium sports rights to build a sustainable and competitive platform for the future.
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