Topgolf Entertainment Group (TEG) has acquired Protracer, the company that pioneered technology to track the flight of a golf ball, display its path in video and analyze shots hit.
Sweden-based Protracer’s proprietary software tracks all ball flight paths across an entire field of vision, powering television broadcasts and golf driving ranges. Its broadcast television product has been entertaining golf tournament viewers for years across Europe, Japan and the United States with features in coverage for The Open Championship and Ryder Cup.
TEG, which recently announced an alliance with the PGA Tour and LPGA, will use the technology to build media content and innovate how fans engage with golf on television and digital streaming.
“Technology has been at the heart of Topgolf since day one. This addition to our portfolio continues our mission to grow the game of golf by using technology to make the game more engaging and accessible,” said TEG Co-Chairman and CEO Erik Anderson. “This acquisition furthers our relationship with the professional sports organizations, and we will invest in this technology to advance our mission to create extraordinary sports and entertainment experiences.”
TEG will continue to license the technology to driving ranges, providing a better experience to golfers beyond Topgolf venues. Protracer currently has customers in the United States, United Kingdom, Sweden, Finland, Germany, Portugal and the Netherlands. The entire Protracer team will continue to work from the company’s office in Sweden.
The Protracer team is excited to join forces with Topgolf since they share our mission to make golf fun, entertaining and accessible to all,” said Protracer Founder and CEO Daniel Forsgren. “We are inspired to be part of a team who believes in innovation and will help us advance our technology and product experience to the next level.”