When Augusta National Golf Club makes an announcement, the golf world listens. Chairman Fred Ridley recently confirmed that Amazon Prime Video will debut as a domestic broadcaster of the Masters Tournament starting next April, marking a significant expansion in how fans experience one of sport’s most celebrated events.
Traditionally covered by CBS and ESPN, the Masters will now benefit from additional streaming access. For the first time, Prime Video subscribers in the U.S. will enjoy two additional hours of live coverage during the first and second rounds, airing Thursday and Friday from 1:00 – 3:00 PM ET.
Tradition Meets Innovation
Since its founding in 1934, the Masters has been defined by its ability to balance tradition with carefully curated innovation. Augusta has always been deliberate in how it shares the tournament with the world—from the iconic CBS partnership to its controlled and elegant digital presence.
By bringing Amazon Prime Video into the fold, Augusta signals an embrace of streaming technology without abandoning its longstanding partners. As Ridley explained, “Working alongside Amazon in this capacity is an exciting opportunity for the Masters Tournament and its fans. We are proud of our longstanding partnerships with CBS Sports and ESPN, who have set the highest standard for broadcast coverage of the Masters.”
This dual approach—maintaining legacy relationships while testing the power of new platforms—demonstrates Augusta’s vision to remain both timeless and relevant.
Why Amazon, Why Now?
Amazon Prime Video’s audience is massive: over 200 million global Prime members have access to streaming, and in the U.S. alone, nearly 72% of households with streaming subscriptions have Prime Video (Statista, 2024). For sports, the timing couldn’t be better.
Streaming Adoption: Nielsen reports that streaming now accounts for more than 38% of total TV usage in the U.S., surpassing cable (29%) for the first time in 2023.
Golf Viewership Trends: Golf television audiences have been aging, with the median age of PGA Tour viewers at 64 years old, while younger fans increasingly turn to streaming platforms for accessibility and flexibility.
Amazon’s Sports Portfolio: Since acquiring exclusive rights to Thursday Night Football, Amazon saw viewership jump 24% year-over-year in 2023, with 13 million average viewers per game. The Masters offers another premium stage to expand Amazon’s sports credibility.
For Augusta, the decision ensures the Masters remains a cultural centerpiece in a rapidly changing media environment.
The Broader Shift in Golf Broadcasting
The Masters’ move reflects a broader transformation in golf media rights. In 2022, ESPN+ signed a deal to provide 4,300 hours of live PGA Tour coverage annually, while LIV Golf experimented with CW broadcasts and YouTube streaming. According to Sports Business Journal, more than 40% of golf fans under 45 say they prefer to watch tournaments digitally rather than on linear TV.
This shift is undeniable: golf must meet fans on mobile devices, smart TVs, and platforms that align with modern viewing habits. Augusta’s partnership with Amazon sets the tone for how elite sporting events can expand reach while maintaining exclusivity.
What This Means for Clubs and Marketers
For those in the private club and luxury hospitality sectors, Augusta’s move provides a playbook:
Embrace Strategic Partnerships
Just as Augusta balances CBS, ESPN, and Amazon, clubs should consider complementary partnerships—pairing legacy traditions with innovative digital offerings.Invest in Digital Experiences
Deloitte reports that 67% of Gen Z and millennials expect digital engagement as part of their membership experience. From live-streamed club events to app-driven concierge services, digital is no longer optional.Expand Storytelling
Amazon’s involvement highlights the power of storytelling through new channels. Clubs can take a similar approach—using digital media to showcase history, culture, and lifestyle in ways that resonate with next-generation members.
Looking Ahead
The Masters has always set the bar for excellence—not just in competition, but in presentation. Partnering with Amazon Prime Video is more than a broadcast deal; it’s a recognition that the way people consume sports is changing, and Augusta intends to lead, not follow.
For private clubs, the takeaway is clear: tradition and innovation are not at odds—they are strongest when they work together.
