NBC Sports Next, Troon agree to multi-year partnership renewal

NBC Sports Next and Troon have formally announced a multi-year renewal of their quarter-century collaboration, which has boosted golf participation and course-management innovation at numerous facilities.

“Our relationship with Troon runs deep and we’re extremely proud to celebrate this significant milestone with a fellow golf industry leader and valued partner,” NBC Sports Next President Will McIntosh said. “We always have an eye directed toward the future and are looking forward to leveraging NBC Sports Next’s cutting-edge technology and distribution, as well as our dedicated sales and support systems to help further grow the Troon portfolio. Our partnership serves as a great example of what two, like-minded organizations can accomplish to help the business of golf.”

First launched in 1999, the initial NBC Sports Next-Troon technology agreement has expanded into a multi-service partnership — accelerated by the inception of GolfNow distribution in 2008 — which, in the most recent year, helped Troon-managed golf courses reach a record number of golfers and bookings, and has generated more than $200 million in golf-fee revenue since 2021.

“NBC Sports Next technology, distribution and cross collaboration drives tremendous value for our clients and courses, helping to deliver rounds of golf and provide the tools to capitalize and create demand for our facilities,” Troon President and CEO Tim Schantz said. “We’re excited about our renewed partnership and equally as enthusiastic about what’s to come with new innovation we have in the works together.”

With the new, multi-year agreement, NBC Sports Next will remain a preferred partner of Troon and its managed facilities around the world, which have access to a menu of NBC Sports Next’s innovative technology solutions and services, including:

• Point-of-sale technology
• Streamlined payment processing through GolfNow Payments
• Booking engines and electronic tee sheets
• World’s largest tee-time distribution portal operated by NBC Sports Next’s GolfNow brand
• Proprietary revenue management and benchmarking technologies
• Best-in-class golf reservation concierge service that drives data collection and cross-selling benefits between Troon-affiliated facilities, the latter of which has delivered significant additional revenue to participating Troon locations in the prior three years.
• Golf vacation marketing and fulfillment for Troon’s golf destination and resort partners via TroonGolfVacations and GolfPass travel

In addition to GolfNow distribution contributing to Troon’s golf-fee revenue spike, NBC Sports Next has:

• Processed more than $400 million annually for Troon properties through the GolfNow Payments service
• Sold more than $2.9 million in golf travel packages since 2019 as the official licensee of Troon Golf Vacations
• Supported Troon-managed golf courses to achieve significant annual savings through both preferred technology pricing and group purchasing

The renewed partnership will integrate more of NBC Sports Next technology, services and innovation into Troon’s consumer efforts. Troon plans to reimagine its entire suite of digital offerings, its Troon Card program and its Troon Rewards program, one of golf’s premier loyalty programs. In addition, as Troon looks to relaunch the Troon Card, it will pilot options, including NBC Sports Next’s GolfPass membership offerings. There also are plans for the two companies to collaborate on a series of global GolfPass-Troon Rewards sweepstakes, starting in 2025.