Industry News

NBC Sports Next and City of Atlanta Golf launch technology and services partnership

Partnership is primed to grow rounds and revenue for City of Atlanta Golf through GolfNow’s fully integrated management solutions

ORLANDO, Fla. (Nov. 3, 2021) – City of Atlanta Golf has established a new partnership with NBC Sports Next, selecting GolfNow as its technology and services partner and joining the world’s largest tee-time marketplace.

The new connection is building upon and enhancing a previous relationship City of Atlanta Golf established with GolfNow and EZLinks Golf, which joined the NBC Sports Next portfolio in 2019.

“City of Atlanta Golf is excited about the establishment of this new partnership,” said Jeff King, General Manager of City of Atlanta Golf Services. “Our goal is to provide an exceptional golf experience that is flexible, innovative and highly efficient for our valued customers.”

Each of the four golf courses owned and managed by City of Atlanta Golf utilize GolfNow’s industry-leading point-of-sale and tee-sheet technology to drive incremental rounds and revenue. They also utilize GolfNow’s pre-paid technology to help streamline operations and help mitigate potential staffing challenges by requiring customers to pay for tee times at the time of reservation.

All courses also incorporate GolfNow’s integrated payment processing system to help streamline operations. The City of Atlanta golf courses utilize GolfNow Payments to seamlessly integrate online payments with its point-of-sale system so the processing requires only one vendor.

The partnership also includes all the elements comprising the GolfNow Platform, comprised of custom website design and development, a white-label booking engine, and an online showcase to the millions of golfers who regularly use GolfNow 24/7 to search for and book tee times.

Golfers in Georgia’s capital city have quickly discovered the ease and convenience of reserving a tee time at each of the city’s golf courses via GolfNow. In just eight months since establishing the partnership, GolfNow has facilitated more than 25,000 rounds of golf, accounting for more than 20 percent of the overall rounds booked by the club during that time.

“We’re excited about our new relationship with City of Atlanta Golf,” said Joe Del Rossi, National Sales Director, Golf, NBC Sports Next. “GolfNow’s integrated technology solutions combined with the reach of our tee-time marketplace will deliver more of the ever-growing number of golfers who not only love the ease and convenience of booking online but are realizing how technology can enhance their overall playing experience, as well.”

Located throughout the metro area, each City of Atlanta Golf course provides a unique playing experience for both residents and visitors, alike. Chastain Park Golf Course, rated Atlanta’s top public course, is situated among rolling hills with scenic views of the Buckhead skyline; the historic Alfred “Tup” Holmes Golf Course – named after the standout amateur golfer whose impact was highlighted by helping to open Atlanta’s golf courses to black citizens – offers a beautiful, yet challenging, design; Browns Mills Golf Course, conveniently located to downtown and Atlanta Hartfield-Jackson International Airport; and the 9-hole Candler Park Golf Course is fun and fast and offers three sets of tees for different skill levels.

About NBC Sports Next
NBC Sports Next is a subdivision of NBC Sports and home to all NBCUniversal digital applications in sports and technology within several group, which include Youth & Recreational Sports and Golf. NBC Sports Next, known for its sports technology product innovation, equips more than 30MM players, coaches, athletes, sports administrators and fans in 40 countries with more than 25 sports solution products, including SportsEngine, a youth sports club, league and team management platform; GolfNow, the leading online tee time marketplace and provider of golf course operations technology and services; GolfPass, the ultimate golf membership that connects golfers to exclusive content, tee time credits, coaching, tips and other benefits; TeamUnify, swim team management services; and GoMotion sports and fitness business software solutions. NBC Sports Next is fueled by its mission to innovate, create larger-than-life events and connect with sports fans through technology to provide the ultimate in immersive experiences. 

-NBC Sports Next-

Dan Higgins
NBC Sports Next