American Honda partners with Topgolf
By Abimbola Mohammed
American Honda Motor Co., Inc. and modern golf entertainment leader Topgolf has announced a new, multi-year partnership that will make the Honda and Acura brands the first and exclusive national Official Automotive Partners and Official Vehicles of Topgolf.
Focused on bringing more play to the world, Topgolf offers a technology-enabled venue experience where both seasoned golfers and those new to the game are able to enjoy the sport. As the Official Vehicles of Topgolf, the Honda and Acura brands ultimately will have partner exclusivity in the mass-market and luxury automotive categories at all U.S. Topgolf venues.
Honda and Acura will look to enhance the energetic and inviting Topgolf experience by bringing more forms of play to Topgolf venues. 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. More detailed information about these activities and marketing efforts will be available in the coming months.
“Our new partnership with Topgolf will align the Honda and Acura brands with the fun and excitement of the ‘golf as entertainment’ movement, which is already popular with Millennial and Gen Z car buyers who rank among Topgolf’s most enthusiastic players,” said Jessika Laudermilk, Assistant Vice President of Marketing, American Honda. “With the nationwide network of Topgolf venues we also look at our new relationship as an excellent opportunity for Honda and Acura dealers to engage with Topgolf locations regionally, and for our associates to enjoy the special Topgolf experience across the U.S.”
Young buyers (Millennials and Gen Z) represent nearly half of Topgolf’s venue players, and the new partnership is part of a strategy to grow an even stronger connection with the next generation of car buyers. 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 golfers.
“The synergy between our brands and shared focus of driving modern golf makes this partnership especially exciting,” said Topgolf Chief Brand Officer Geoff Cottrill. “Honda and Acura have a long history of innovation and we’re aligned in our efforts to bring more play to people by making the game of golf more accessible, diverse and fun.”
Honda and Acura will begin activating the new Topgolf partnership in early 2023 at eligible venues across the U.S. Topgolf players will be introduced to Honda’s lineup of fun-to-drive and adventure-ready vehicles, while Acura will further its connection with next-gen premium car buyers by delivering on its brand promise of Precision Crafted Performance.
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