Topgolf hasn’t done much retail media, licensing. Its new CEO wants to change that
The new CEO of Topgolf believes the brand has significant opportunities to grow revenue both within its entertainment venues and at outside retailers.
David McKillips, the new CEO of Topgolf, is determined to unlock the brand's potential in both its entertainment venues and external retail partnerships. Upon assuming his role in February, McKillips made it his top priority to bolster the company's advertising business and initiate the licensing of Topgolf's brand for various merchandise such as toys, games, and apparel.
Prior to his tenure at Topgolf, McKillips served as president and CEO of CEC Entertainment, which oversees Chuck E. Cheese and Peter Piper Pizza, as well as holding key marketing and operations positions at Six Flags. During his time with these brands, McKillips recognized the immense value in creating an immersive brand experience for customers, a concept he now applies to Topgolf.
He explained to Modern Retail that unlike other out-of-home advertising options, Topgolf offers a unique opportunity to engage its guests for an extended period, as they remain in the same golf bay for two hours, allowing for sustained brand promotion. McKillips believes that this captive audience can give Topgolf an edge in an increasingly competitive market of out-of-home and retail media networks.
He expressed his enthusiasm for leveraging this captive audience to differentiate Topgolf and drive growth.
Written by urgent.news from Modern Retail's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
