Rory McIlroy continues to expand his off-course presence in the golf world.
Gaming’s latest Grand Slam winner is launching a new production studio in partnership with GolfPass and its parent company, Versant, according to a Josh Carpenter’s report with Sports Business Journal published Wednesday.
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The studio is called Firethorn Productions, which appears to be a nod to Augusta’s 15th hole, named Firethorn, and the “photo of a life” that McIlroy hit there en route to his historic Masters victory last April.
Firethorn Productions plans to release documentaries and storytelling assets while also hosting live fan experiences and digital activations, with McIlroy’s camp and Versant partnering to run the studio.
In addition to the new production effort, McIlroy relaunched GolfPass, a platform he helped found in 2019 that gives users access to thousands of hours of golf videos, including instructional content from McIlroy himself and the ability to book tee times through GolfNow. McIlroy signed an extension to remain a GolfPass partner through 2038, according to the SBJ report.
Rory McIlroy of Northern Ireland speaks during the green jacket ceremony after the final round of the 2025 Masters tournament at Augusta National Golf Club on April 13, 2025 in Augusta, Georgia.
The announcement was made Wednesday as McIlroy prepared to captain a team facing world number one Scottie Scheffler. Games from the Optum Golf channel — a new made-for-TV golf event from Versant where the two PGA Tour superstars will lead their respective teams through a series of fun and unique golf challenges. The Games begin Wednesday, December 17 at 7 p.m. ET on Golf Channel and USA Network.
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This article was originally published on Golfweek: Rory McIlroy reunites with GolfPass and announces the launch of a production studio
