How Franchisors Can Monetize In-Venue Retail Media Networks

When Topgolf announced the launch of Topgolf Media Networks, it did more than just expand its sponsorship menu. The eatertainment powerhouse formally signaled a shift that every multi-unit franchisor needs to pay attention to: Your physical footprint and digital customer database are no longer just operational assets, they are also an ad network.

By leveraging its 100+ locations, 42 million annual visitors, 12 million email subscribers and 8 million app downloads, Topgolf is turning venue foot traffic into a high-margin, targeted media channel for national brands.

For franchise executives, Topgolf’s move offers a blueprint for unlocking an untapped revenue stream hiding inside existing system infrastructure.

Why Physical Foot Traffic Is the New Premium Media

For years, retail media networks (RMNs) were the domain of e-commerce giants and big-box retailers like Amazon, Walmart and Target. Recently, delivery platforms like DoorDash and Uber Eats joined the fray. Now, experiential and dining brands are bringing the concept directly into physical venues.

Topgolf’s pitch to advertisers rests on three distinct advantages that apply directly to franchised networks:

• Captive, High-Engagement Audiences: Unlike passive TV viewers or mobile scrollers, guests visiting experiential or dining concepts are physically immersed in the venue for 1 to 2+ hours.
• First-Party Data Richness: With millions of loyalty members and app users, brands know exactly who is walking through the door, enabling hyper-targeted local and regional ad buys.
• Custom Activations: Instead of static digital banners, advertisers can combine digital screen placements, physical signage, sampled products and sponsored events.

Three Strategic Lessons for Franchise Systems

You do not need 100 massive entertainment complexes to apply this model. Whether operating a 50-unit fast-casual chain, a fitness franchise or an automotive care network, franchisors can apply Topgolf’s strategy to build their own location-based media channels.

1. Capitalize on Your System-Wide Scale

A single franchisee operating two units cannot land national brand sponsorships. However, a corporate franchisor aggregating 100+ locations across top DMAs holds immense negotiating power.

By unifying digital signage, audio networks and app placements across all units, franchisors create a cohesive advertising product that major brands are willing to pay top dollar to reach.

2. First-Party Data Is Your Highest-Margin Asset

Topgolf’s network is not built solely on digital TVs in hitting bays; it is anchored by 20 million combined email and app profiles.

For franchisors, investing in centralized loyalty programs, branded mobile apps and online ordering is not just about driving repeat visits. It builds a proprietary data storehouse. When brands know your demographic breakdown by region, daypart and purchase habit, your network becomes significantly more valuable to media buyers.

3. Turn Ad Revenue into System Growth and Operator Buy-In

The biggest hurdle for franchisors introducing new technology or in-venue media is franchisee friction. Topgolf operates corporate locations, but franchised systems must solve the “What’s in it for the operator?” equation.

To successfully roll out an in-venue ad network in a franchise model:

• Offset Franchisee Tech Costs: Use third-party ad revenue to fund digital menu boards, screen hardware or POS upgrades for franchisees.
• Shared Revenue Models: Allocate a percentage of network ad sales back to the local marketing fund or directly to unit-level bottom lines.
• Local Sponsor Flexibility: Reserve ad inventory slots for franchisees to sell to local business partners (such as local realtors, youth sports leagues or regional suppliers).

The Franchisor Playbook: How to Get Started

If your system has built-in customer dwell time or strong digital engagement, building an in-venue media network starts with four steps:

1. Audit Your Inventory: Catalog every customer touchpoint: digital menu boards, waiting area screens, wifi splash pages, receipt footers, loyalty app push notifications and physical signage.
2. Standardize the Tech Stack: Centralize control of in-venue digital displays and audio streams so corporate marketing can deploy national campaigns seamlessly across all units.
3. Clean Your First-Party Data: Ensure customer profiles in your CRM or loyalty engine are segmented by geography, visit frequency and average check size.
4. Start with Natural Brand Partners: Approach existing vendors (beverage suppliers, tech partners, equipment providers) with co-op advertising and sponsored activation packages before expanding to non-endemic advertisers.

The Bottom Line

Topgolf’s launch of Topgolf Media Networks proves that modern franchise marketing is not just about spending ad dollars to acquire customers. It is about monetizing the attention of the customers you already have.

Franchisors who treat their physical locations and digital ecosystem as a unified media platform will build stronger margins, deeper brand partnerships and a distinct competitive edge in 2026 and beyond.