Topgolf's newly appointed CEO told Modern Retail the brand has untapped revenue streams in retail media inside its venues and product licensing at outside retailers. The company currently runs 80 locations across the United States but has done minimal work turning venue traffic into a retail channel or extending the brand onto physical shelves. That changes now, according to the executive leading the entertainment company.

The mechanics are straightforward. Inside venues, Topgolf will sell sponsor visibility to consumer brands that want access to its affluent, social customer base — CPG companies, beverage brands, electronics makers. At retail, the company plans to license the Topgolf name and design aesthetic to third-party manufacturers who will produce apparel, accessories, and equipment sold at sporting goods chains and specialty stores. Both plays convert brand equity into cash without requiring Topgolf to operate factories or hire product teams.

This works because Topgolf already solved the hard problem: it built a recognized lifestyle brand that people associate with aspiration, fun, and disposable income. Retail media monetizes the venues as billboards with purchase intent baked in. A customer spending $50 on bays and food is in a buying mindset; a spirits brand or snack company pays to be present in that moment. Licensing monetizes the logo as a trust signal on someone else's product. A golf glove manufacturer pays Topgolf a royalty to put the name on packaging, borrowing credibility the brand earned over years of venue experience.

The steal for a small physical-product brand: if you have a venue, event series, or recurring experience with even modest foot traffic, you are sitting on a retail media asset. A local axe-throwing bar can sell wall space to a canned cocktail brand. A boutique fitness studio can offer a protein bar sponsor a sampling table at checkout. A pop-up shop can charge a complementary product a co-location fee. Start at $500/month for a single sponsor, term it as a pilot, deliver simple proof — foot traffic count, social tag volume, direct conversions if you have them. No software required. A pdf invoice and a handshake.

For licensing, the path is narrower but repeatable. If your brand has visual equity — a logo people recognize, a design language that works on products you do not make — approach manufacturers already serving your category. A coffee roaster with a strong local following can license its name to a mug maker. A skate shop with brand heat can license to an apparel cut-and-sew house. The manufacturer wants your brand to move product; you want royalty checks without inventory risk. Negotiate 6-10% of wholesale on licensed goods, require quarterly sales reports, and retain approval rights on all product designs. Keep the term short — 12-18 months — so you can renegotiate or walk if the manufacturer underperforms.

Topgolf's move signals a broader shift: experience brands are waking up to the fact that their most valuable asset is not the venue, it is the customer relationship and the logo that relationship built. The next revenue line comes from lending that asset to others who can distribute it farther than you ever could alone.