GolfPass, part of VERSANT’s Digital Platforms & Ventures portfolio, has extended and expanded its commercial partnership with world five-time major champion Rory McIlroy.
Under the agreement, which extends through 2038 – by which time the 2025 Masters champion will be nearly 50 years old – McIlroy will continue to serve as the global face and partner of GolfPass, reinforcing the tee booking and golf travel platform’s premium positioning and its commitment to best-in-class golf experiences.
Additionally, VERSANT and McIlroy will also launch Firethorn Productions, a new media and production company that will produce original content, including documentary and long-form storytelling, branded commercial campaigns, live fan experiences and special events, with multi-platform digital activations across GolfPass, Golf Channel, and other VERSANT properties.
“Rory has been the ideal partner since the inception of GolfPass,” said 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,” said 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.”