Fresh off celebrating the 25th anniversary of one of the golf industry’s most successful partnerships, NBC Sports Next and Troon today formally announced a multi-year renewal of a 25-year collaboration that has propelled golf participation and course management innovation to new heights.
“Our deep relationship with Troon means we are incredibly proud to celebrate this important milestone with the company, a leader and valued partner in the golf industry,” said Will McIntosh, president of NBC Sports Next. “We’re always looking to the future, and we look forward to further expanding Troon’s portfolio by leveraging NBC Sports Next’s cutting-edge technology and distribution, as well as its dedicated sales and support systems. Our partnership is a great example of what two like-minded organizations can accomplish in support of the business of golf.”
First launched in 1999, Troon’s original technology agreement with NBC Sports Next accelerated with the launch of GolfNow in 2008 and expanded into a multi-service partnership that has led to record numbers of golfers and bookings at Troon-managed golf courses in the past year and more than $200 million in golf fee revenues for 2021 and beyond.
“NBC Sports Next’s technology, distribution and mutual collaboration will bring tremendous value to our customers and courses, helping deliver rounds of golf and providing our facilities with the tools to generate demand and increase profits,” said Tim Shantz, president and CEO of Troon. “We are excited about our re-established partnership and are equally enthusiastic about what lies ahead with new innovations we are working on together.”
The new multi-year agreement will allow NBC Sports Next to remain a preferred partner in Troon and its managed facilities around the world, providing access to NBC Sports Next’s innovative menu of technology solutions and services, including:
Point of sale technology Streamlined payment processing through GolfNow Payments Booking engine and electronic tee sheets The world’s largest tee time distribution portal operated by NBC Sports Next’s GolfNow brand Proprietary revenue management and benchmarking technology Best-in-class golf booking concierge services to facilitate data collection and cross-selling benefits between Troon affiliated properties, the latter of which has generated significant additional revenue for participating Troon locations over the past three years Marketing and fulfillment of golf vacations for Troon’s golf destination and resort partners through TroonGolfVacations and GolfPass Travel
NBC Sports Next-Troon Partnership Milestones
In addition to GolfNow broadcasts contributing more than $200 million in golf fee revenue so far in 2021, NBC Sports Next has:
Processed over $400 million in payments annually at Troon properties through GolfNow Payments services. Sold over $2.9 million in golf travel packages as an official licensee of Troon Golf Vacations since 2019. Helped Troon-managed golf courses achieve significant annual savings through both preferred technology pricing and group buying.
Building the future of collaboration
The new partnership aims to further integrate NBC Sports Next’s technology, services and innovation into Troon’s consumer efforts. Troon plans to reimagine its digital services, Troon Card program and its entire Troon Rewards program, one of the best loyalty programs in golf. In addition, Troon plans to pilot options such as NBC Sports Next’s GolfPass membership service with the relaunch of the Troon Card. Co-founded by global golf superstar and Troon investor Rory McIlroy, GolfPass is a must-have for golf enthusiasts, offering more than 4,500 video lessons and entertainment titles, exclusive resources to learn and make informed decisions about golf purchases, and exclusive member discounts and rewards on golf rounds and equipment. The two companies also plan to collaborate on a series of global GolfPass-Troon Rewards sweepstakes beginning in 2025.