Partnership Brings Daly's Personality to Topgolf Venues Topgolf has announced a multi-year partnership with professional golfer John Daly that will feature live appearances, branded content, and exclusive experiences across its U.S. venues. The deal builds on Daly's appearances at Topgolf's Augusta location during the Masters in early 2026 and will expand to include additional events in 2027 and 2028. Daly will make appearances at the Topgolf Augusta venue during the first major of the year in both years, with details on a "major new event announcement" to come early next year.

Topgolf Nights Returns The partnership kicks off with the return of Topgolf Nights, a late-night programming series launching Thursday, October 22, 2026, and continuing Thursdays, Fridays, and Saturdays at participating U.S. venues. The offering features discounted bay rates, giveaways, and curated DJ playlists. "I love the vibe at Topgolf," Daly said. "It's a place where you can smash a golf ball, listen to music, have a drink and enjoy yourself with friends and family. That's my kind of golf."

New Revenue Streams Two additional initiatives will roll out alongside Topgolf Nights: Signature John Daly Beverages: Two ready-to-drink non-carbonated cocktails will be added to the menu at 55 Topgolf venues. Daly Vibe Merchandise: Exclusive branded merchandise will be available for purchase at Topgolf venues.

Industry Context David McKillips, CEO at Topgolf, framed the partnership around the venue operator's brand positioning: "John Daly is a one-of-a-kind icon who completely disrupted this sport by refusing to be anyone but himself. At Topgolf, we pride ourselves on breaking down barriers so anyone can play, which is exactly what makes this partnership so natural and exciting. John brings the fun, and fun is what Topgolf is all about."

Why It Matters

For venue operators, celebrity partnerships can drive incremental traffic during off-peak hours.

Topgolf Nights targets late-night dayparts—traditionally lower-volume times—while the branded beverage offerings create new SKUs to drive per-cap spending. The partnership aligns with broader trends in venue entertainment, where operators use personality-driven content to compete with alternative nightlife venues.

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Written by FBM Publications Editors