Retail / brief
Topgolf's new CEO targets advertising and licensing growth
New Topgolf CEO David McKillips is charting a strategy to expand the company's advertising network and license its brand for consumer products, adding fresh revenue streams to its entertainment business.
David McKillips, who became Topgolf's CEO in February, has made advertising growth and brand licensing top priorities. The company has historically concentrated on sponsorships similar to stadium deals, including branded areas and sweepstakes.
Before joining Topgolf, McKillips served as president and CEO of CEC Entertainment, the parent of Chuck E. Cheese and Peter Piper Pizza, and held leadership roles at Six Flags. He previously built media networks at both Chuck E. Cheese and Six Flags.
Topgolf operates 103 locations across the U.S. and says it serves 40 million people annually with 28,000 screens. McKillips noted that guests typically stay in the same golf bay for two hours, offering advertisers a longer engagement window than many out-of-home options.
The company plans to license its brand for toys, games and apparel. McKillips said the immersive brand experience is "incredibly powerful and important," and he believes Topgolf can differentiate itself in the crowded out-of-home and retail media market.