Gaming agency Zoned secures TopGolf and Dairy MAX partnerships

Marketing agency Zoned, owned by esports holding company GameSquare, has secured partnerships with sports company TopGolf and dairy advocacy group Dairy MAX to launch marketing campaigns.

In a release, the gaming-focused agency revealed that it will also run marketing campaigns for multiple ‘soon-to-be-announced projects’ with companies in sports, media, and entertainment.

In total, Zoned expects all its new projects to generate over $3m (~£2.35m) in revenue. 

This is not the first time that DairyMax has been involved with a GameSquare entity. In 2023, the advocacy group partnered with the esports and gaming holding company to launch a marketing campaign. Moreover, in 2024, the two companies launched a UEFN world-building map campaign in Fortnite’s Farm Tycoon.

The new deals follow on from Zoned promoting Carlos Tovar to President of the agency. First joining Zoned in 2021 as VP of Strategy, the former Envy Gaming Brand Director was recently Zoned’s Managing Director. 

Carlos Tovar, President of Zoned, commented: “Over the past several months, Zoned has dedicated significant efforts to optimising and enhancing its go-to-market strategy. As a result, we have built a stronger organisation 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.”

Alongside Zoned, GameSqaure notably is the parent company of FaZe Clan. Moreover, the holding company’s other entities include Code Red Esports and Stream Hatchet. The latter company renewed its partnership with Riot Games in June 2024.