What's Happening?
Amazon Prime Video is set to join ESPN, CBS, and Paramount+ as a broadcast partner for the Masters Tournament in 2026. The streaming service will provide two hours of coverage during the first and second rounds, from 1 p.m. to 3 p.m. ET, in April. This addition will increase the total broadcast coverage of the Masters to 27 hours, marking a 50% increase from 2024. Augusta National chairman Fred Ridley expressed excitement about the partnership, highlighting the opportunity to enhance the presentation and enjoyment of the tournament. The broadcast schedule will see Prime Video's coverage preceding ESPN's during the initial rounds, while CBS and Paramount+ will cover the final rounds.
Why It's Important?
The inclusion of Amazon Prime Video in the Masters' broadcast lineup signifies a significant shift in how major sporting events are distributed, reflecting the growing influence of streaming platforms in sports media. This move could potentially broaden the audience for the Masters, attracting younger viewers who prefer digital streaming over traditional television. For Amazon, this partnership enhances its sports portfolio, positioning it as a key player in sports broadcasting. The expanded coverage also benefits golf fans, offering more comprehensive access to one of the sport's most prestigious tournaments.
What's Next?
As the 2026 Masters approaches, stakeholders will likely monitor the impact of this expanded coverage on viewership and engagement. The success of this partnership could influence future collaborations between traditional broadcasters and streaming services in sports. Additionally, other major tournaments may consider similar arrangements to enhance their reach and appeal.
