Versant agrees to buy Full Swing for $530 million

Versant Media Group, owner of CNBC, MS NOW and the Golf Channel, has agreed to acquire golf simulator maker Full Swing from Bruin Capital for about $530 million in cash. The deal fits Versant’s strategy of expanding beyond traditional cable media into digital and other businesses tied to its existing brands. The company already owns GolfPass and GolfNow, and it has also recently added other platforms as it works to shift more of its revenue toward digital, subscription, advertising and transactional businesses. Full Swing makes golf and baseball simulators for consumers, retailers and training facilities. The company said the acquisition should help it reach more customers through Versant’s scale and distribution, and the transaction is expected to close before Dec. 31.