Introduction
In a major move to strengthen its position as a global leader in golf technology, BRS Golf has recently acquired two prominent golf technology providers, Albatros Datenservice and Digital Golf Solutions. This strategic acquisition marks an important step in BRS Golf’s growth strategy, allowing its parent company, NBC Sports Next, to expand its golf operations into mainland Europe and South Africa.
BRS Golf’s Acquisition of Albatros Datenservice and Digital Golf Solutions
BRS Golf, a world-renowned tee-time management software company, has successfully acquired Europe’s foremost golf technology providers, Albatros Datenservice and Digital Golf Solutions. The acquisition, finalized on November 30, is expected to bring numerous benefits to golf course partners and golfers across all territories.
The closely aligned products and services of BRS Golf, Albatros Datenservice, and Digital Golf Solutions, combined with their shared focus on continuous product development and customer support, create a synergistic partnership. This partnership will enhance the golfing experience for customers and provide a comprehensive golf operations solution.
Expanding Golf Operations into Mainland Europe and South Africa
With the acquisition of Albatros Datenservice and Digital Golf Solutions, NBC Sports Next’s international golf businesses will establish an expanded Product & Technology team. This team will drive innovation in golf technology for customers across the UK, Ireland, mainland Europe, South Africa, and Australia.
By 2024, BRS Golf plans to introduce Albatros technology solutions to customers in the UK, Ireland, and Australia. This integration will provide a complete golf operations solution, including reservations, point-of-sale, CRM, accountancy and hotel integrations, and competition management software with full World Handicap (WHS) integration.
The Future of BRS Golf and Albatros Datenservice
BRS Golf, which was acquired by NBCUniversal in 2013, will continue to operate from its Belfast offices as the company’s international headquarters. The core products of BRS Golf, which have been successfully serving customers since 2003, will remain an essential part of the NBC Sports Next golf portfolio.
Albatros Datenservice, operating out of offices in Karlsruhe, Germany, and Cape Town, South Africa, currently works with 1,500 golf clubs worldwide. Digital Golf Solutions, with offices in Paris, France, distributes Albatros software solutions and operates the online tee time platform, Mygreenfee.com. The Mygreenfee website and app closely align with NBC Sports Next’s tee time booking platform, GolfNow, enabling golfers across Europe to book tee times at over 320 course partners.
The Vision Behind the Acquisition
Brian Smith, Co-founder of BRS Golf and Head of International Growth & Acquisition for NBC Sports Next Golf, expressed excitement about the acquisition, stating, “The synergies between BRS Golf and Albatros, and GolfNow and Mygreenfee extend beyond products to strategy, culture, and customer experience. The acquisition is a closely aligned partnership that enhances our mission to continue developing golf operations systems built specifically for the ever-changing golf market.”
The acquisition will enable BRS Golf to combine the knowledge and culture of its people with Albatros and Digital Golf Solutions’ expertise. This collaboration will deliver excellence for course partners and golfers while facilitating the growth of the international golf business. The acquisition also presents an opportunity to offer new products and services to current markets and expand the team in mainland Europe.
The Impact on Albatros Datenservice
Volker Schorp, Founder of Albatros Datenservice and International VP of Product & Technology for NBC Sports Next Golf, expressed his enthusiasm about the partnership, saying, “I am proud and happy that in BRS Golf and NBC Sports Next, we have found a strong, international, and golf-savvy partner who will strengthen Albatros and the new software package ‘Albatros 9’ and take it to the next level.”
The integration of Albatros into NBC Sports Next provides an opportunity to develop new fields of activity and expand their successful solutions. Albatros’ web and cloud-based solutions are widely used by golf courses and associations for central handicap and tournament management, aligning perfectly with the World Handicap System.
