• by Erik Sass , Staff Writer @eriksass1, October 6, 2016

With its proposed acquisition of Tronc (formerly Tribune Publishing) keeping everyone in medialand on the edge of their seats this week, Gannett Co. took a little break to hit the links. 

On Wednesday it announced that it is acquiring Golfweekmagazine, an independent publication devoted to the world’s most leisurely sport. The companies did not disclose the terms of the deal.

Golfweek will join USA Today’s Sports Media Group, making its content available to the flagship newspaper, as well as Gannett’s network of community newspapers, which draw on USA Today’s coverage for national news and sports.

USA Today Sports Media Group president Dave Morgan will assume the role of publisher at Golfweek. Separately, Golfweek Chairman Rance Crain will transition to an advisory role as part of the acquisition.

In addition to Golfweek’s print and digital properties, Gannett is also acquiring its events business, which includes a number of collaborations with the PGA Tour, LPGA and the United States Golf Association. In addition to a variety of games, tours and championships, Golfweek hosts conferences on topics like golf course design.

Finally, Gannett will also take control of the magazine's custom media division, which produces branded content for advertisers and event sponsors.

The acquisition will enable Gannett to build on some of its existing relationships.

USA Today already has a longstanding marketing agreement with the PGA Tour, including collaboration on stats and scoring, news and editorial, and video content. USA Today typically provides daily coverage, weekly highlights, standings and results for the tour, as well as the PGA’s Champions and Web.com Tours.

USA Today receives exclusive category rights for the use of PGA Tour logos for sales and marketing. In return, under the terms of their five-year agreement signed in 2012, the PGA Tour gets discounted advertising and special themed sections in the print newspaper.