Topgolf, the booming golf entertainment company, has acquired Protracer, the Swedish company known for its technology that tracks ball flight during televised golf.
The acquisition gives Topgolf a well-known tool to incorporate into its massive driving ranges, which pair leading-edge technology games with a festive social environment filled with food, drink and music.
Topgolf customers soon will be able to use the same Protracer technology that they’ve grown accustomed to seeing on television.
Erik Anderson, co-chairman and CEO of Topgolf, said he hopes to integrate Protracer into the company’s high-tech driving ranges within the next year. His company has 26 locations and hosts 8 million guests annually.
“We think the tracing technology is fun for interaction and it’s good for teaching,” Anderson told Golfweek.
The Protracer announcement comes two weeks after Topgolf announced a strategic alliance with the PGA Tour and LPGA to try to create more players and fans. Among other things, that will include events at Topgolf locations near tournament sites and support for the tours’ participation initiatives.
Anderson said the acquisition will not impact the networks’ use of Protracer in televised coverage.