Rory McIlroy continues to expand his off-course footprint in the world of golf.
The game’s most recent Grand Slam winner is launching a new production studio in partnership with GolfPass and its parent company, Versant, according to a report from Josh Carpenter with Sports Business Journal published Wednesday.
The studio is named Firethorn Productions, which seems to be a nod to the 15th hole at Augusta, named Firethorn, and the “shot of a lifetime” that McIlroy hit there en route to his historic Masters victory this past April.
Poised to make eagle. Rory McIlroy goes for glory on No. 15. #themasterspic.twitter.com/hAM0zxnkM7
— The Masters (@TheMasters) April 13, 2025
Firethorn Productions plans to release documentaries and storytelling assets while staging live fan experiences and digital activations, with McIlroy’s camp and Versant teaming up to manage the studio.
On top of the new production endeavor, McIlroy re-upped with 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 partner with GolfPass through 2038, according to SBJ’s report.
The announcement came Wednesday as McIlroy was preparing to captain a team opposite World No. 1 Scottie Scheffler in the Optum Golf Channel Games — a new made-for-TV golf event cooked up by 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, Dec. 17 at 7 p.m. ET on the Golf Channel and USA Network.
This article originally appeared on Golfweek: Rory McIlroy re-ups with GolfPass, announces launch of production studio
