David McKillips, the newly appointed chief executive officer of Topgolf, has identified advertising and brand licensing as primary growth strategies for the entertainment company. Since taking the helm in February, McKillips has prioritized expanding the firm’s commercial reach both inside its facilities and through external retail channels.
McKillips previously led CEC Entertainment, which operates Chuck E. Cheese and Peter Piper Pizza, and held leadership roles at Six Flags. He noted that his experience building media networks for those brands revealed significant potential within Topgolf’s unique environment.
He described the company’s golf bays as a captive audience space where guests remain in one location for approximately two hours, offering advertisers sustained visibility that differs from traditional out-of-home options.
To formalize this strategy, Topgolf established Topgolf Media Networks in July. This new division consolidates existing sponsorship platforms with retail media capabilities and a licensing program. The company aims to offer partners integrated campaigns that combine live venue experiences, digital engagement, and branded storytelling across its 103 locations.
The network leverages extensive infrastructure, including 28,000 screens within venues, outfield jumbotrons at 11 sites, lobby displays, bar screens, and advertising on the company’s mobile application. New installations feature Game Day Bays equipped with up to five screens per bay, allowing patrons to view sports broadcasts alongside their gameplay.
In the licensing sector, Topgolf plans to introduce branded merchandise such as apparel, toys, and games. Black Clover USA has become the first partner under this initiative through a five-year agreement. The collaboration includes providing employee uniforms nationwide and selling co-branded hats at venues. The partnership also incorporates digital marketing via email and social media, alongside charitable efforts supporting Make-A-Wish and the Special Olympics.
