John Daly signs multi-year endorsement deal with Topgolf.
The endorsement deal will see Daly bring his larger-than-life personality to Topgolf locations around the US with personal appearances, branded content and events.
“I love the atmosphere at Topgolf,” Daly said in a statement. “It’s a place where you can hit a golf ball, listen to music, drink and have fun with friends and family. That’s my kind of golf.”
The Daly affair begins today with the return of Topgolf Nights at select locations Starting at 9 p.m. local time, Topgolf offers special pricing, giveaways and a live DJ playlist until close. Events continue on Friday and Saturday evenings with varying start times.
A match made in Augusta
The idea for a Daly-Topgolf partnership was born last April during the Masters. Daly’s appearance at the Augusta Topgolf location was so popular that Topgolf wanted to take that energy across the country.
“John Daly is a unique icon who completely disrupted this sport by refusing to be anyone but himself,” says Topgolf CEO David McKillips. “John brings fun and fun is what Topgolf is all about.”
Under the terms of the agreement, Daly will continue to appear at Augusta Topgolf during Masters week at least through 2028. Daly’s history of appearances in Augusta dates back to 1997 when he began parking his RV at the local Hooters during Masters week to sell merchandise and pose for pictures with fans. In 2024, Daly said he made nearly $800,000 in sales during the week.
The deal ended after the 2025 Masters, however. That’s when Hooters filed for bankruptcy. The Augusta location closed that July and was demolished in November.
Financial terms of the Topgolf-Daly deal were not released, but Topgolf will sell “Daly Vibe” merch at some of its locations. In addition, two John Daly-branded cocktails will be sold at 55 Topgolf locations.
Where is Topgolf post-Callaway?
Topgolf and Callaway officially parted ways last January after a whirlwind six-year adventure. The two companies “merged” in early 2020 in an all-stock deal valued at $2.6 billion. The newly named Topgolf Callaway instantly became the largest OEM in golf and began an extensive expansion program for Topgolf.
The potential synergies for equipment sales seem obvious and potentially staggering. The reality, however, was more of a fizzle. Topgolf’s topline was growing, but that was due to the sale of new seats. Sales of the existing premises were declining. When Wall Street considered the recipe unsustainable and the value of Topgolf Callaway shares began to decline, the company had to act.
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In September 2024, the company announced plans for a tax-free spin-off of Topgolf that would make Topgolf its own stand-alone corporation. That plan changed in mid-2025however, when Topgolf CEO Artie Starrs left to take on Harley-Davidson. In November, the company announced that Topgolf would be sold to private equity firm Leonard Green & Partners for $1.1 billion. Callaway retained a 40 percent stake.
The sale was finalized on January 1 of this year.
McKillips took over Topgolf in February and is restructuring and repositioning the brand. Topgolf continues to build new courses, but at a much slower pace. In addition, the new seats will be much smaller and less expensive than the previous 100-bay complexes that cost more than $40 million.
Bring back the serious golfer
McKillips expressed a desire to attract more serious golfers to Topgolf. As part of this plan, Topgolf is ditching its RFID golf balls for higher quality balls and converting to its Toptracer technology. In addition, Topgolf establishes simulation leagues, multi-level memberships and targeted youth programs.
This past May, Topgolf went through layoffs. McKillips said they were due to a move toward online reservations and changes in the way guests used Topgolf. In June, he said that while overall site traffic was up, average checks were down.
The company plans to add pickleball courts to a handful of locations in 2027, as well as expand mini golf to 30 locations.
For more information on Topgolf Nights, the Daly deal and other programs, visit the Topgolf website.
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