The new division aims to move beyond traditional advertising by leveraging the interactive nature of Topgolf’s venues. Because guests typically spend nearly two hours per visit, the company argues that marketers can shift from passive impressions to sustained, experiential storytelling. This strategy relies on an expansive infrastructure, including more than 100 locations and 28,000 digital screens that can be synchronized for targeted campaigns.

Chief Executive David McKillips noted that the platform provides access to over 42 million annual guests. By offering customizable programs, Topgolf allows partners to align their messaging with specific geographic priorities and demographic segments. The goal is to provide measurable data that tracks how these partnerships translate into authentic customer interaction, marking a significant shift in how the company monetizes its footprint.