Topgolf and BetMGM link up for new gambling partnership

Companies bid to reach new audiences digitally and in-person through cross-promotional activations.

Topgolf and BetMGM link up for new gambling partnership

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  • Multi-year deal covers Topgolf entertainment complexes, including MGM Grand
  • Digital branding and promotional integrations also cover the WGT online game
  • More Topgolf locations to be included in tie-up as more states legalise gambling

Sports betting platform BetMGM has partnered with Topgolf to open up more gambling opportunities at the company’s various entertainment complexes and within the World Golf Tour (WGT) online game.

The multi-year agreement covers Topgolf locations in states where BetMGM operates. This includes driving ranges in the cities of Nashville, Detroit, Denver and Indianapolis, as well as Topgolf’s flagship location at the MGM Grand hotel and casino in Las Vegas.

The partnership includes BetMGM digital branding that also extends to the popular WGT online golf game, which has been under the Topgolf banner since 2016.

BetMGM will also activate branding and promotional integrations in additional Topgolf locations as its sports betting and gaming platforms become legalised in other states. This follows the 2018 ruling by the US Supreme Court in favour of New Jersey’s law permitting wagering on sports, paving the way for other US states to legalise gambling should they so wish.

“We look forward to introducing Topgolf guests to the immersive sports betting experience that only BetMGM can provide,” said Matt Prevost, BetMGM’s chief revenue officer.

“Topgolf is known for offering unique and interactive entertainment options, which our loyal BetMGM users can now access through a variety of exclusive and customised packages.”

JF Prata, Topgolf Media’s chief operating officer, said: “We are thrilled to partner with BetMGM as we continue to energise and grow our entertainment communities. Topgolf has always been committed to providing new and exciting experiences to our guests, and this partnership delivers on that, while providing our longtime fans, as well as those less familiar with Topgolf, an introduction to a complementary experience with BetMGM.”

The team up follows Callaway’s acquisition of the remainder of Topgolf, a deal which valued the entertainment company at approximately US$2 billion. Speaking last October, Callaway chief executive Chip Brewer said the deal is designed to attract new customers and add a stronger digital component to golfing, including microtransactions around personalised content in future.

He told Bloomberg: “We have thoughts about being the Peloton of golf.”

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