Rory McIlroy launches program for fans who love to play golf

PEBBLE BEACH, Calif.: Rory McIlroy can’t imagine what his life would be like without golf, and now he wants to cultivate his joy of the game with as many people as possible through a partnership with NBC Sports Group.

McIlroy on Tuesday launched “GolfPass,” a direct-to- consumer subscription program that will deliver more than just exclusive content from the four-time major champion. The idea is to get customers more involved by using the vast resources at NBC Sports Group with tee times, instruction, its video library, travel and shopping.

“Whenever I started to talk to guys with Golf Channel to do a partnership to try to make people’s experience in golf better, I was all for it,” McIlroy said before a media blitz in New York. “I’ve had nothing but good times and good experiences playing this game.”

GolfPass costs $9.99 a month or $99 a year, and there are plans to make it available in the U.K., Ireland and Australia. The membership is built around five pillars — play, learn, watch, travel and shop. One of the immediate perks for members is a free round of golf each month at any of the 7,000 golf courses in 26 countries that are part of the “GolfNow” program at Golf Channel. Those courses include Royal Portrush, Pasatiempo Golf Club in California and the TPC Deere Run.

Members will have access to more than 4,000 on- demand instruction videos involving elite coaches and players, a video library at Golf Channel that ranges from David Feherty’s golf shows to competitions that NBC originally broadcast, along with deals for travel through “Golf Advisor” and discounts in equipment and apparel through TaylorMade, which is a GolfPass partner.

“We’re creating a product that’s going to make it easier and more fun to play the game,” said Mike McCarley, president of golf for NBC Sports.

McCarley said the discussions began two years ago when McIlroy’s management team had a technologybased idea, and before long officials figured out how to interconnect Golf Channel properties like GolfNow ( a tee time service), Revolution Golf ( video instruction) and Golf Advisor, which involves rating golf courses and travel destinations.

What impressed McCarley was how the 29-year-old from Northern Ireland made

AP PHOTO Rory McIlroy, of Northern Ireland, hits his tee shot on the 14th hole during the second round of the Farmers Insurance Open golf tournament on the North Course on January 25, at Torrey Pines in San Diego.