American Honda and Topgolf are entering into a multiyear partnership.
The deal makes the Honda and Acura brands the first and exclusive national official automotive partners” and official vehicles of golf entertainment company Topgolf.
The deal will help the automaker get in front of next-gen buyers since millennials and Gen Z represent nearly half of Topgolf venue players, says Jessika Laudermilk, assistant vice president of marketing, American Honda.
“Our new partnership with Topgolf will align the Honda and Acura brands with the fun and excitement of the ‘golf as entertainment’ movement,” Laudermilk says in a release.
The nationwide network of Topgolf venues presents an “excellent opportunity” for Honda and Acura dealers to engage with Topgolf locations regionally, and for Honda associates to enjoy the special Topgolf experience nationwide, she says.
Topgolf offers a technology-enabled venue experience where both seasoned golfers and those new to the game are able to enjoy the sport.
Honda and Acura ultimately will have partner exclusivity in the mass-market and luxury automotive categories at all U.S. Topgolf venues.
Currently, with 87 venues across the globe, and 78 of those in the U.S., Topgolf draws more than 30 million players each year, ranging from first timers to the game to experienced golfer
The American Honda-Topgolf partnership will feature new Topgolf player activations, such as game play special offers and Honda and Acura Topgolf player programming.
Additional elements of the new partnership include Honda and Acura vehicle test drives, vehicle displays and sweepstakes.
The new relationship with Topgolf adds to American Honda’s extensive roster of sports marketing initiatives, including its longstanding relationship with the National Hockey League, and Honda’s growing presence in esports.Through 42 years of association with professional golf, Honda has raised more than $60 million for local community organizations serving children and their families.