NBC Sports Group has partnered with Rory McIlroy to launch GolfPass, a direct-to-consumer subscription service that bundles together the offerings of several of the company’s other golf and travel-related subscription programs while also providing on-demand instructional videos. McIlroy is the centerpiece of four original on-demand video series that range from docu-series style content to standard instructional pieces. He is also starting a monthly podcast with NBC's Carson Daly, a noted golfer, that is set to debut this spring. As part of the partnership, the GolfPass logo will now appear on McIlroy’s golf bag. GolfPass is priced at $9.99 per month or $99 per year and touts its perks and benefits under five pillars: Play, Learn, Watch, Travel and Shop. Golf Channel President Mike McCarley said the goal of GolfPass is to tie together the benefits of tee time provider GolfNow’s VIP service, video instruction service Revolution Golf Plus and travel review service Golf Advisor Club into one premium offering.
BUSINESS DEAL: McCarley said the partnership with McIlroy is not a marketing relationship or brand ambassadorship, as the golfer will continue to help develop the product. “I’m a business partner, that’s my role," McIlroy told THE DAILY. "I will have my input into what I think will make GolfPass work.” He also said he thinks the service will help “bring the game of golf into the 21st century.” McIlroy also said that he could foresee other golfers potentially getting involved in GolfPass’ video efforts in the future. Both McIlroy and McCarley said GolfPass is not really comparable to Discovery’s OTT service GolfTV, which launched last month in partnership with Tiger Woods. McCarley noted GolfPass, although it does include some video, is mostly about improving golfers’ overall experience playing the game. McIlroy also promoted the service on NBC's "The Tonight Show" last night, telling host Jimmy Fallon GolfPass is "basically just trying to give golfers a better experience of playing golf." McIlroy: "It gives golfers a place to go where they can book tee times if they want to book tee times, they can get golf equipment, they can get lessons." McIlroy noted the late Arnold Palmer founded Golf Channel 25 years ago, so "I'm very honored that I can somewhat carry that torch forward and sort of try to bring Golf Channel into the 21st century, and offer a product like this to avid golfers."
FINDING A HOME? McIlroy, after having a busy playing schedule on both the European and PGA Tour for the last 11 years, this season is making an effort to play more events stateside. However, he said he still views himself as a “very global player.” McIlroy: “I’ll still play all over the world. It’s not as if I’m going to play the rest of my golf in the United States.” He said beginning his schedule in the U.S. for the opening months of the year “makes sense,” as it cuts down on his travel.
