Mediahub, newly appointed as Topgolf's media agency, is being sought after for various media-related tasks by the entertainment company, Topgolf.
Topgolf Entertainment Group, a leading creator of local entertainment complexes, has made significant changes in its media strategy and leadership team. The company, which merged with sports equipment manufacturer Callaway in 2020, is currently undergoing expansion with over 100 locations worldwide.
New Media Agency of Record
In a move aimed at streamlining its media strategy, Topgolf Entertainment Group has named IPG's Mediahub as its new media agency of record. This expansive partnership will see IPG's Mediahub handle all of Topgolf's paid media duties, marking a departure from the company's previous strategy of splitting its media investment between two smaller agencies.
Leadership Changes
The leadership changes at Topgolf might be related to its expansion and merger. CEO Artie Starrs, who joined the company shortly after the 2020 merger, announced his resignation in mid-2025. Starrs will remain with the company until September to assist in the transition but has already accepted the CEO role at Harley-Davidson, effective October 1, 2025.
Topgolf is currently conducting an executive search for Starrs' replacement. Despite this leadership transition, the company remains committed to its strategic goals post-merger, including a spin-off or sale of Topgolf separate from Callaway, though such a transaction is now likely deferred to 2026, until after a new CEO is in place.
In addition to the CEO change, Topgolf has also experienced leadership changes in other key positions, including the CMO, COO, and CPO.
Aim for Granular Consumer Targeting
The company's expansion and merger might influence its strategy to target consumers more granularly. This aim could be a consequence of Topgolf's expansion and merger, as the company seeks to capitalize on the broader reach and resources now at its disposal.
Topgolf Entertainment Group creates local hubs that include restaurants, driving ranges, and other activities. The company aims to target consumers on a more granular level, potentially through tailored marketing campaigns and personalized experiences. The $2 billion merger with Callaway could be a factor in Topgolf's ambition to target consumers more granularly.
Financial Impact
Despite the leadership changes and ongoing expansion, Topgolf experienced a revenue decline of 6.9% in Q1 2025 compared to the previous year. This decline indicates some operational challenges amid the transition. However, management remains focused on growth, with plans for new venues in Dubai and Saudi Arabia.
In summary, while the CEO change creates a temporary leadership gap, Topgolf’s expansion plans post-2020 merger are still active, with the spin-off process and growth continuing under new forthcoming leadership. The company remains committed to its strategic direction, including the separation from Callaway and global expansion.
[1] Topgolf Press Release, July 2025 [2] Callaway Press Release, July 2025 [3] Topgolf Q1 2025 Earnings Report [4] Topgolf Spokesperson Interview, August 2025
- The financial industry is closely watching Topgolf Entertainment Group's growth trajectory, as the Defi industry leaders seek to understand the implications of the company's expansion and leadership changes on its business strategy, particularly in terms of granular consumer targeting.
- In advertisement and media shifts, Topgolf's selection of IPG's Mediahub as its new media agency of record signifies a step towards aggressive business strategies, potentially driving significant growth in the finance and business sectors, given the expanded media duties under this partnership.
