For anyone that loves golf, sports, or just fun nights out with friends, Topgolf has become a perfect destination. With 49 locations worldwide, Topgolf had an average of 35,000 daily visitors — about 13 million over 12 months — in 2017. The greatest aspect of the enhanced driving range destinations is that even non-golfers can, and do, enjoy Topgolf.
With the company still expanding, its visitation numbers are only going to increase. This made a partnership with the brand for Mastercard all the more attractive.
“Mastercard has provided cardholders with ways to attend, watch and play golf that has delighted the golf community for over 20 years,” said Cheryl Guerin, executive vice president of North America marketing and communications at Mastercard. “We plan to build upon that history by reaching new audiences and fusing them with our own, such as the millions of Topgolf fans who are comprised of avid golfers and beginners alike.”
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Very soon, patrons who are Mastercard cardholders will have even more incentive to head out to their nearest Topgolf location.
The two brands announced a partnership earlier last week that will give Mastercard cardholders preferred access to reservation times, as well as discounted pricing at most Topgolf venues in the United States.
The partnership also allows Mastercard customers access to purchase tickets to Topgolf events such as concerts and coaching clinics before they go on sale for the general public. Cardholders will also have the opportunity to enter to win other Topgolf-related prizes throughout the year, like lessons from Topgolf ambassadors such as Annika Sorenstam.
So, why does this new partnership make sense, particularly for Mastercard’s increasingly mobile customer base?
“Consumers today are more digital and more connected than ever before, which is impacting the role sports play in their lives,” Guerin explained. “Keeping pace with this evolution means unlocking unique access to golf with every dip or tap of a Mastercard. Topgolf’s ability to blend the sport, technology, and entertainment into an experience that brings golfers and non-golfers together is exactly the kind of excitement we want cardholders to look forward to receiving from our brand.”
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For two brands that want to offer their customers “priceless” experiences, this partnership offers plenty of mutual benefits.
“Mastercard is known for making priceless moments possible for their cardholders, and Topgolf guests and associates create those experiences every day,” said Rodney Ferrell, Topgolf’s vice president of global partnerships. “Partnering with Mastercard aligns our shared purpose of connecting people in meaningful ways.”
Guerin added: “Mastercard is constantly seeking opportunities to give cardholders more ways to attend, watch, play and experience golf and recreation. We look forward to partnering with Topgolf to unlock unique access and bring golf fans closer to their passion for the game.”
To celebrate the beginning of the partnership, Topgolf and Mastercard surprised a handful of cardholders at the Las Vegas location with a lesson from Sorenstam herself.
Excited that @Mastercard and @Topgolf are launching a partnership today. To celebrate I’ll be surprising Mastercard cardholders with lessons at Topgolf Las Vegas. Visit the Topgolf Instagram for a behind the scenes look. pic.twitter.com/JVmptM4z8X
— Annika Sorenstam (@ANNIKA59) October 23, 2018
Sorenstam also did a takeover for Topgolf’s Instagram story, which highlighted the day and gave fans a behind-the-scenes look at what will soon be possible for Mastercard customers.
If you’re a Mastercard cardholder and still wondering what all the fuss is about with Topgolf, make an early New Year’s resolution to give it a go. With its expansion gaining more and more traction, a Topgolf could be in your city before you know it.
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For Mastercard, which has been on Forbes’ list of the world’s most innovative companies each of the last three years, look for the company to pursue more partnerships with more experienced-based sports properties.
“Mastercard is constantly seeking new ways to connect consumers to their passion for sports,” Guerin said. “We continue to focus on creating high energy experiences that attract millennial and centennials who will grow with our brand. Partnering with Topgolf is a fantastic example of bringing a fresh twist to a favorite pastime that will excite current fans and the next generation at the same time.”
