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Campaign Imminent: Callaway Golf merges with Topgolf (Score 43)

at the end of 2020, combining Callaway's global golf equipment market leadership and Topgolf's tech platform and access to golfers of all abilities. This deal allows both companies to pursue significant growth.

View recent digital, TV and podcast ad spend, estimated respectively by Pathmatics, iSpot and Magellan, for both companies here.

Demand for Callaway's golfing goods has picked back up since golfing is a social-distance-friendly activity; however, not many people are frequenting Topgolf's locations right now. Topgolf's business will likely pick back up as the coronavirus vaccination continues rolling out.

Both companies tend to target a broad demographic skewing strongly toward millennial and Gen-X men. Topgolf does also target Gen-Z and women, though. According to Kantar data, Callaway also invests in OOH, print (magazines), radio and local broadcast.

Agency & martech readers - Leaders of these newly combined companies will likely be open to roster shifts now that the deal has closed in order to promote the merger; reach out soon to remain top-of-mind. Both Callaway and Topgolf tend to work with agencies on project-by-project bases. Callaway currently works with creative and digital AOR R&R Partners Las Vegas. Thus, you may have the best luck offering PR, digital analytics and/or social media management assistance.