NBC Sports Group acquires Revolution Golf

NBC Sports Group has acquired Revolution Golf, the largest direct-to-consumer digital platform in golf. With nearly 2 million subscribers, Revolution Golf provides video-based instruction, travel content, and integrated e-commerce. The announcement was made today by Mike McCarley, President, Golf, NBC Sports Group and Justin Tupper, CEO of Revolution Golf.

This addition to NBC Sports’ digital portfolio strengthens its ability to serve the largest community of active golfers through multiple digital platforms, including Golf Channel’s traditional digital media and social channels, GolfNow’s tee-time marketplaces, multiple golf lifestyle brands and, now, Revolution Golf’s instructional, travel and e-commerce connections. The agreement also increases NBC Sports’ digital monthly users aggregated across all platforms to 15 million active golfers who rely upon NBC Sports’ digital platforms to connect with the sport they love and play.

“A pioneering spirit has fueled Golf Channel’s growth since Arnold Palmer founded the company 22 years ago and that spirit continues today as Revolution Golf joins the NBC Sports Group,” said Mike McCarley, President, Golf, NBC Sports. “From a business standpoint, as we continue to evolve for the future, Revolution Golf adds another subscription-based business that is not dependent on rights fees. We look forward to integrating Revolution Golf into our portfolio of digital golf lifestyle products, amplifying progressive e-commerce opportunities and offering unique content to more golfers around the globe.”

Revolution Golf provides instruction, travel and e-commerce through a video-based platform.

“NBC Sports’ investment is tremendous news for our increasingly expanding subscriber base of nearly 2 million golfers, as we can enhance our video content by utilizing Golf Channel’s expertise, expanding current e-commerce offerings to a wider range of products and ultimately scaling our business by tapping into NBCUniversal’s global reach,” said Justin Tupper, CEO and Founder, Revolution Golf, who will be based from Golf Channel’s World Headquarters in Orlando. 

Tupper started producing instructional videos on DVD’s in 2009, running the business out of his house. During the next eight years, Revolution Golf invested more than $25 million in advertising. Video-based instruction forms the core of Revolution Golf with instructors that include Martin Chuck, Sean Foley, Martin Hall, Jim McLean and Andrew Rice. About five years ago, the company launched a premium subscription offering for which members pay up to $124 a year to access a library of exclusive video content, special offers on training aids, equipment, and exclusive, member-only events.

“Our focus across all of the Revolution Golf properties has been to fuel our audience’s passion for the game of golf," said David Baum, president, Revolution Golf. "Two-thirds of our subscribers’ report playing golf at least once a week in-season and they have an insatiable thirst to get better at the game, learn about the latest and greatest equipment and training aids, and travel to marquee destinations and events."

With the addition of Revolution Golf, NBC Sports’ digital portfolio for golf reaches 15 million engaged golfers and is comprised of four cornerstones, each of which are industry-leading platforms. Additionally, NBC Sports’ cumulative database features 6.4 million active golfers – who are consuming content, purchasing tee times, competing at events, traveling to destinations, and ultimately embracing their golf lifestyle.

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