Topgolf is a high-growth platform with favorable unit economics across its companies. It will benefit from Callaway’s solid financial position, which allows it to fully support Topgolf’s expansion ambitions at a low cost of capital. Both businesses are focused on golf and active-lifestyle customers. The acquired company will benefit from a compelling family of brands with reach across numerous channels, including retail, venues, e-commerce, and digital communities, thanks to Topgolf’s 90 million consumer contact points every year. Callaway’s golf equipment and soft products companies benefit from Topgolf’s efforts to introduce new players to the game of golf (Repar, 2021). The merged company’s industry-leading sales, marketing, and partnership infrastructure will enhance traffic, same-venue revenues, and new business conversion. The combined consumer reach of Callaway and Topgolf will result in enhanced promotion, exposure, and sales of equipment and clothing to golfers and non-golfers alike (Repar, 2021). A common innovation culture opens attractive long-term options, such as the ability to transmit information for teaching, exercise, and lifestyle across linked displays.
The company’s core platform, which is distinguished by immersive games, proprietary technology, and locally sourced, high-quality food and beverage, is a one-of-a-kind social destination for everyone. Topgolf locations are physically positioned to profit from customer preferences for outdoor activities because of their open-air, climate-controlled bays. In 2019, Topgolf served more than 23 million visitors from 63 sites throughout the world, including a strong pipeline of new openings, with more than half of customers identifying as non-golfers (Repar, 2021). Topgolf has a significant digital presence in the game of golf through World Golf Tour, a popular mobile golf game with 28 million subscribers as of 2019 (Repar, 2021). Topgolf’s exclusive, in-house gaming skills also enable novel sponsorship and consumer interaction options across the company’s linked digital and in-person platforms due to the company’s own in-house gaming capabilities.
Reference
Repar, K. (2021). Callaway golf: Leading the game’s renaissance with the Topgolf acquisition. Seeking Alpha. Web.