Rory McIlroy continues to expand his off-course footprint in the world of golf and his latest endeavor could be big for golf fans.

Through McIlroy and GolfPass have long been partners, today’s announcement makes Firethorn Versant’s first-ever joint venture. Of course, NBCUniversal has had plenty of those. Versant, first announced in 2024 and named this past May, will officially be a standalone company on the first business day of 2026, Jan. 2.

Rory McIlroy struggled to hold back tears at BBC Sports Personality of the Year, giving an emotional speech at the ceremony

Golfer said BBC Sports Personality of the Year was a ‘popularity contest’ not long ago but was visibly moved as he added the honour to memorable triumphs at the Masters and Ryder Cup

McIlroy was the favourite to win the award and topped the public vote ahead of Ellie Kildunne, who starred in England’s Rugby World Cup win and was second in voting, and newly crowned F1 world champion Lando Norris, who was third. Lionesses heroes Chloe Kelly and Hannah Hampton and world darts champion Luke Littler were also nominated.

The Holywood star won Irish Golf Writers' Association Men's Professional of the Year and is red hot favourite for BBC Sports Personality of the Year on Thursday