Superstar golfer Rory McIlroy and NBCUniversal-cast-offs company Versant are forming a production company. Yes, together.
Firethorn Productions will be jointly operated by Rory’s business partners and Versant leadership, a Wednesday announcement reads. The mission? To “produce original content and experiences that celebrate Rory’s world and the modern golf lifestyle” through documentary and long-form storytelling, branded commercial campaigns, live fan experiences and events, and activations across Versant’s GolfPass and Golf Channel.
Through McIlroy and GolfPass have long been partners, today’s announcement makes Firethorn Versant’s first-ever joint venture. Of course, NBCUniversal has had plenty of those. Versant, first announced in 2024 and named this past May, will officially be a standalone company on the first business day of 2026, Jan. 2.
McIlroy is the face of GolfPass, a deal now extended through 2038 — not 2028, 2038. GolfPass is a subscription instructional video platform that was spun off to Versant, along with other digital properties like GolfNow (a tee-time booking service) and Rotten Tomatoes. All of the NBCU cable channels, save Bravo, are also part of Versant.
“Rory has been the ideal partner since the inception of GolfPass,” Will McIntosh, Versant’s president of digital platforms and ventures, said in a statement. “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,” Sean O’Flaherty, the managing director of Rory McIlroy Inc. (yes, Rory’s a whole business), added. “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.”
This past April, McIlroy completed his career Grand Slam, winning The Masters (his fifth major championship). Not only is McIlroy among the PGA Tour’s greatest players, but he, along with Tiger Woods, has been among its most vocal opposers to upstart competitor LIV Golf, backed by PIF, the sovereign wealth fund of Saudi Arabia. And now he’s like a Hollywood producer.
“Firethorn” is the nickname for the par-5 15th hole at Augusta National Golf Club, where The Masters is played. It is statistically among the easier holes on the hallowed course, with serious potential for scoring and blowups. It is also home to the famous “Shot Heard Round the World” by Gene Sarazen in 1935. McIlroy hit a pretty damn amazing shot there himself in 2025, saving the tournament (and essentially winning it) — watch that here.
More literally, firethorn is a thorny, evergreen with clusters of red, orange or yellow berries in fall and winter; the spring brings white flowers. The shrub is symbolically identified with resilience.
Read the full article here
