Zoned Signs Partnerships With Topgolf, DairyMax, and More

GameSquare company Zoned signs partnerships with Topgolf, DairyMAX, and others.

GameSquare-owned, gaming-focused marketing agency Zoned announced Thursday that it has signed several new brand partnerships that will help the division generate $3M USD in revenue.

The new partnerships include extensive marketing campaigns for Topgolf and DairyMax, and other “soon-to-be-announced projects with leading global sports, media, and entertainment companies,” according to a release.

The financial terms of these announced partnerships were not disclosed, and the company did not provide details on the length and/or duration of these deals.

DairyMax is a non-profit, regional dairy council representing more than 900 dairy farmers and serving communities in Colorado, southwest Kansas, Louisiana, Montana, New Mexico, western Oklahoma, Texas, and Wyoming. The organization has had a working relationship with GameSquare and its properties since 2021.

Topgolf is best described as a venue company that focuses on providing proprietary golf driving range game technology to consumers, with locations in the United States, United Kingdom, Australia, Germany, Mexico, Thailand, and the United Arab Emirates, among others. The company merged with Callaway Golf in 2021 to become Topgolf Callaway Brands. A recent report from Sports Business Journal noted that the company has begun a “formal strategic review of its Topgolf driving range segment that may include a potential spinoff of the business.”

“Over the past several months, Zoned has dedicated significant efforts to optimizing and enhancing its go-to-market strategy,” said Carlos Tovar, president of Zoned. “As a result, we have built a stronger organization equipped with a leading infrastructure, specifically tailored to assist brands in navigating the increasingly complex marketing landscape, particularly as they look for ways to reach youth audiences. In addition, as part of GameSquare we have the full resources of the Company’s technology platform, and owned and operated IP to enhance the value we provide our global brand partners.”

Zoned said that these new deals and the momentum they will bring the company are due in part to organizational changes including the promotion of Carlos Tovar as president, continued growth of Unreal Editor for Fortnite (UEFN) campaigns with brands, and other changes in how the organization is focusing its efforts.