Versant Extends Partnership with Rory McIlroy

Rory McIlroy will continue to serve as the global face and partner of GolfPass through 2038 via a deal extension with Versant, and the two are launching Firethorn Productions.

Firethorn Productions will be jointly operated by McIlroy’s business partners and Versant leadership, with a mission to produce original content and experiences that celebrate McIlroy’s world and the modern golf lifestyle, including documentary and long-form storytelling, branded commercial campaigns, live fan experiences and special events and multiplatform 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,” added 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.”