Formula 1 Renews Partnership With Amazon Web Services to Focus on Growing Fan Experience Through Machine Learning, AI and Cloud Technologies

Topgolf, which has plans to expand to 81 locations world-wide, has broken ground on its latest facility in the greater Boston area. Located in Canton, Mass., roughly 20 miles southwest of Boston, the venue is slated to open in late 2023 and will be the Topgolf's first foray into the state of Massachusetts. The facility will have 90 separate hitting bays that each contain heaters, fans and Topgolf's standard Toptracer technology that tracks ball speed, distance and powers gamification by inserting RFID chips into the golf ball. Customers, for instance, will be able to play an AR golf version of Angry Birds or a new digital spinoff called Shankstars where mythical characters such as a T-Rex skeleton play metaverse-styled courses that have unorthodox hazards. The Callaway-owned company currently has 70 sites up and operating, with others coming soon in locations such as San Diego.