BetMGM to introduce NJ’s Topgolf Customers to Sports Betting

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For Topgolf fans and customers in New Jersey, if you haven’t been sports betting enthusiasts in the past, you soon might become one. Topgolf and one of New Jersey’s leading sportsbooks, BetMGM have signed off on a new deal to offer customers a new integrated entertainment and sports wagering experience.

Topgolf is already one of the more popular entertainment options in New Jersey There are two already in New Jersey (Edison and Mt Laurel township), and expansion continues in New Jersey and across the nation with over 50+ locations already up-and-running. For the uninitiated, Topgolf is a sports-based entertainment attraction company. The best way to describe the Topgolf experience is that it takes the traditional tiered driving range model and amps it up, allowing groups to play a range of golf-related games, with players scoring points for taking shots at specific targets in front of or below them. Of course, food and beverage options complete the fun, party Topgolf atmosphere.

BetMGM is, of course, one of NJ’s best and more notable sportsbooks. As golf continues to embrace the sports betting scene (last year, BetMGM and the US PGA already signed a cross-promotional agreement), it makes a lot of sense to see the two companies partner up to deliver a multi-faceted entertainment package.

What the BetMGM-Topgolf Deal entails

With an integrated entertainment and sports betting experience at the very core of the agreement between BetMGM and Topgolf, the two companies will collaborate on marketing and promotional offers through the BetMGM platform at select Topgolf venues and within WGT by Topgolf, their online golf game.

BetMGM Chief Revenue Officer Matt Prevost remarked on the Topgolf deal: “We look forward to introducing Topgolf guests to the immersive sports betting experience that only BetMGM can provide. Topgolf is known for offering unique and interactive entertainment options, which our loyal BetMGM users can now access through a variety of exclusive and customized packages.”

On the flip side, the agreement will allow Topgolf and BetMGM to engage with their consumers on a much larger scale while reaching a new set of fresh eyes among audiences keen for invigorating experiences, both digitally and in-person.

Underlining the commitment of Topgolf to engaging more fans across a range of multimedia channels, JF Prata, Topgolf Media’s Chief Operating Officer declared that:

“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 long-time fans, as well as those less familiar with Topgolf, an introduction to a complementary experience with BetMGM.”

The move towards further digital engagement for Topgolf follows the $2 billion acquisition of the golf entertainment company by big golf equipment manufacturer Callaway last October. At the time of the deal, Callaway made no secret of the fact that were looking further digitalization of the company’s offerings and this current BetMGM partnership reflects that. According to Chief Executive Officer of Callaway, Chip Brewer, the deal enables Topgolf to recruit a younger and more tech savvy generation of customers and strengthen the digital component of their business. It is a business model that has evolved out of the pandemic, and how many sports companies have digitalized in order to survive and bloom. In Brewer’s own words;

“We have thoughts about being the Peloton of golf” Brewer said.

BetMGM is the perfect foil for Topgolf in their digital ambitions. Following the expansion of sports betting into Virginia and Michigan in the last 6 weeks, BetMGM has now moved into a clear national third-place of sportsbook operators behind industry heavyweights, FanDuel and DraftKings.

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