American Honda is ready for its tee time. The automaker recently announced a new multi-year partnership with Topgolf, one that will make the Honda and Acura brands the first and exclusive national Official Automotive Partners and Official Vehicles of the modern golf entertainment leader. The partnership is part of American Honda's strategy to grow its connection with the next-generation of car buyers.
American Honda and Topgolf Partnership
The automaker says Honda and Acura will begin activating the new Topgolf partnership with branded experiences in early 2023 at eligible U.S. venues. American Honda says Topgolf players will be introduced to Honda's lineup of fun-to-drive, adventure-ready vehicles. On the luxury side, Acura will be focused on furthering its connection with next-gen premium car buyers by delivering on its brand promise of Precision Crafted Performance.
The automaker also says the Honda and Acura brands will look to enhance the 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.
Credit: American Honda.
Millennials and GenZ
So why Topgolf? American Honda is hoping to grow an even stronger connection with the next generation of car buyers and Honda says those buyers, (Millennials and Gen Z), represent nearly half of Topgolf’s venue players.
“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.”
Credit: American Honda.
With 78 venues in the U.S. -- and a total of 87 across the globe, Honda says Topgolf brings in 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 Sports Marketing
Looking at the bigger picture, Honda isn't new to sports marketing.
Hockey: The Honda brand has a longstanding relationship with the National Hockey League, as the NHL’s Official Vehicle and Automotive Partner.
esports: In esports, Honda is the exclusive automotive partner and official vehicle for Team Liquid – most recently becoming the exclusive naming sponsorship rights partner of Team Liquid Honda League of Legends and Challenger Series teams.
College Basketball: The Acura brand’s multi-year presence throughout the March college championship basketball tournament continues this winter.
Motorsports: Both Honda and Acura also continue their successful involvement in motorsports, competing in the IndyCar and IMSA racing series in North America.
Golf: Honda says it also has a successful history of supporting the game of golf. The automaker says through 42 years of association with professional golf, it has raised more than $60 million for local community organizations serving children and their families.
Photo Credit: American Honda.