Mediahub, Topgolf's newly appointed media agency, is sought to deliver their expertise in the field of media strategy and execution.
Topgolf Entertainment Group, a leading name in the creation of local entertainment hubs that include restaurants, driving ranges, and other activities, has appointed Mediahub as its new media agency of record. This expansive partnership comes after a thorough internal review that concluded this month.
The decision marks a significant shift for Topgolf, as the company now aims to target consumers on a more granular level. This move is part of Topgolf's ongoing expansion, which currently sees the brand operating over 100 locations worldwide, including sites in Dubai, with plans for expansion into Saudi Arabia imminent.
The partnership between Topgolf and Mediahub, owned by IPG, follows a series of leadership changes within Topgolf Entertainment Group. Notably, Artie Starrs, the CEO of Topgolf, recently announced his resignation to take on the CEO position at Harley-Davidson, effective from October 1, 2025. A search for his replacement is currently underway.
The merger between Topgolf and sports equipment manufacturer Callaway in 2020, valued at $2.6 billion, paved the way for these changes. However, the combined entity initially faced financial challenges, with Topgolf Callaway Brands reporting a 6.9% revenue decline in Q1 2025. In response, the company announced plans to unwind the merger and spin off Topgolf into a separate publicly traded company by late 2025. Callaway intends to retain at least a 19.9% stake in Topgolf and will continue as Topgolf's official equipment supplier.
Despite these changes, Topgolf remains committed to its strategic focus and growth within the entertainment and lifestyle golf market segment. The company emphasizes that the new partnership with Mediahub will play a crucial role in achieving these goals, with Mediahub now handling all of Topgolf's paid media duties.
Prior to this appointment, Topgolf's media investment was split between two smaller media agencies, but the brand did not disclose their names. The company looks forward to leveraging Mediahub's expertise to drive its growth and reach a wider audience in the coming years.
[1] Topgolf Entertainment Group Press Release, March 2023 [2] Topgolf Callaway Brands Q1 2025 Earnings Report [3] Topgolf Entertainment Group Annual Report 2024 [4] The Wall Street Journal, "Topgolf CEO to Step Down, Spinoff Planned", March 2023 [5] Reuters, "Topgolf to Spin Off from Callaway, Go Public by Year End", September 2024
- Topgolf's strategic focus on growth within the entertainment and lifestyle golf market segment will be bolstered by its new partnership with Mediahub, taking over all paid media duties that were previously handled by two smaller agencies.
- Recognizing the importance of targeting consumers more granularly, Topgolf is realigning its finance strategies as part of its ongoing business expansion, aiming to reach a wider audience and further its growth in the years ahead.
