Masters Traditions & New Platforms: Scoring Golf's Shifting Media Rights
The Masters may be a tradition unlike any other, but its media rights strategy is evolving in a very modern way as more coverage migrates to streaming. Starting in 2026, Augusta National adds Amazon Prime Video as a new domestic partner, giving Prime two exclusive hours of live coverage on Thursday and Friday before ESPN's afternoon coverage begins. CBS remains the weekend broadcast home.
This "MediaTalk" episode explores whether the streaming expansion will enhance the Masters' mystique — or dilute the scarcity that makes it so valuable?
The conversation turns to PGA Tour CEO Brian Rolapp's…
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