Topgolf acquires World Golf Tour, adds digital component


Topgolf, which plans to open a Fort Worth location soon, has acquired World Golf Tour, a sports gaming company that concentrates on web and mobile golf games.

In conjunction with the acquisition, Dallas-based Topgolf is adding two new divisions and reorganizing its corporate structure with a holding company to support the organization’s rapid growth.

Topgolf, as it is known in the U.S. and U.K., will continue to operate as it does today and will be led by current CEO Ken May. Topgolf will be one of three divisions held by parent company Topgolf International Inc., dba Topgolf Entertainment Group (TEG). TEG will be led by Co-Chairman and CEO Erik Anderson.

“Topgolf has always signified so much more than a golf entertainment venue,” said Anderson,. “We envision ourselves as a global sports lifestyle brand where people go to have the best times of their lives with golfing, gaming, food and beverage, music, apparel, digital content and much more. We are excited to extend our brand into new mediums and locations while reimagining the golf experience for our current and prospective fans.”

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TEG has formed Topgolf Media to deliver new entertainment options and content for Topgolf guests digitally. Topgolf Media will enhance the Topgolf experience through advanced digital media, strategic partnerships and sponsorships. The president of Topgolf Media will be WGT Co-Founder and CEO YuChiang Cheng.

“Joining forces with Topgolf means more growth opportunities for our associates, improved service for our fans and additional development resources to advance our games,” Cheng said. “The World Golf Tour team is excited to grow our existing games and build even more engaging content with Topgolf for the future. Topgolf’s popular games will soon be available to play anywhere in the world from the palm of your hand.”

In addition, TEG is forming Topgolf International, which will oversee development abroad so that Topgolf may begin expansion in other countries. Topgolf International will be based in London and run by the company’s former CFO/COO Neil Allen.

In November, the Fort Worth City Council unanimously approved zoning changes for the area where Topgolf plans to build its outdoor amusement facility at 2001 E. Fourth Street, south of Highway 121.

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Topgolf’s main attraction is a driving range, where golfers earn points by hitting targets. A large net surrounds the driving range to keep golf balls within the facility. The zoning change would allow Topgolf to build net poles up to 170 feet high, as well as put up larger signage.

The 65,000-square-foot facility is slated to open next summer. The building will be three stories tall, with 3,000 square feet of private event space and 102 climate-controlled hitting bays.