NBC Sports Next & Troon Extend Partnership

Troon Continues Enterprise-Wide Collaboration with GolfNow Brand as Preferred Technology, Distribution and Services Partner

(ORLANDO, Fla.) – NBC Sports Next and its leading golf technology and services brand, GolfNow, today announced it has extended its longstanding, enterprise-wide partnership with Troon, the leader in golf club management, development and marketing.

Within the new, multi-year agreement, NBC Sports Next will remain a preferred partner for the more than 590 Troon locations around the world, which will have access to a full menu of innovative technology solutions and services offered by GolfNow and its subsidiary brands, including EZLinks Golf, G1, GolfPass, and more. Highlights of the extended partnership include:

- Point-of-sale technology

- Booking engines and electronic tee sheets

- World’s largest tee-time distribution portal

- Proprietary revenue management and benchmarking technologies

- Expanded national/global marketing via GOLF Channel and GolfPass

“As a recognized front-runner and leader in the golf industry, Troon has been a cornerstone partner for our golf businesses within NBC Sports Next,” said Will McIntosh, executive vice president, NBC Sports Next. “We’re proud not only to be extending our association with such a first-class organization that manages one of the industry’s most impressive portfolios of golf properties, but also to be continuing a true partnership role that contributes to their ongoing success.”

“We’re thrilled to continue our longstanding collaboration with NBC Sports Next, which is an important part of our clients' success,” said Tim Schantz, president and chief executive officer, Troon. “With NBC Sports Next’s innovative technology, distribution and support, Troon is well positioned to provide both current and future clients with the tools they need to provide golfers a tremendous experience and to move their businesses forward in the right direction.”   

Partnership Improves the Golf Experience Through Technology

As innovative concepts continue to improve the golf playing experience, Troon properties have access to NBC Sports Next’s SmartPlay application technology, which allows a golfer to search for, book and pay for a tee time in advance, as well as pre-purchase golf shop merchandise. During play, golfers can place food and beverage orders through the app and either pick up their order at the turn or have it delivered anywhere on the course through GPS technology.

Additionally, Troon facilities will have access to credit-card processing benefits at preferred Troon pricing via GolfNow Payments, which also will allow the locations to easily utilize pre-paid tee times as an added option.

Collectively, NBC Sports Next and Troon will be dedicated to enhancing integration, innovation and feature sets that deliver technology solutions that both curate experiential golfer experiences and provide cutting-edge tools for golf/club operations. As an example, both companies are creating an integrated experience to identify and grow Troon Rewards, the premier loyalty program in golf, through building club databases and loyalty to Troon locations around the world.

“The benefits our courses will receive from this continued relationship with NBC Sports Next will be greatly enhanced with the best-in-class operational technology, along with the tools that will help them better manage day-to-day,” said Mike Ryan, chief operating officer, Troon.

“Our partnership with Troon has been successful because of our shared attitudes toward the management of golf and how to take care of the golfer,” said Jerramy Hainline, senior vice president and general manager, Golf, NBC Sports Next. “The future is an exciting prospect as we continue to innovate and offer value through our sales, support and technology teams, providing Troon with the tools necessary to deliver on their longer-term vision and strategies for their courses.”

Vacations Business Sets Milestones

The extended partnership also will retain NBC Sports Next as the official licensee of Troon Golf Vacations, managing marketing and fulfillment to deliver golf vacation travelers to Troon’s family of courses, resort partners and destinations. The business, which currently features 53 golf vacation packages across 20 North American destinations, has realized year-over-year growth exceeding 200 percent since the partnership began in 2019.