What's Happening?
Amazon Prime Video will become a domestic broadcaster for the Masters Tournament starting in April 2026. This move adds to Amazon's growing sports portfolio, which includes NFL, NBA, and other major sports leagues. The Masters, known for its prestigious status in golf, will now feature two additional hours of live coverage on Amazon Prime Video during the first and second rounds. This partnership with Augusta National Golf Club allows Amazon to provide fans with more comprehensive coverage of the event, alongside traditional broadcasters CBS Sports and ESPN.
Why It's Important?
The inclusion of Amazon Prime Video in the Masters' broadcast lineup underscores the increasing influence of digital platforms in sports media. This partnership allows the Masters to reach a broader audience and adapt to changing viewer preferences, which increasingly favor online streaming. For Amazon, this collaboration enhances its sports offerings and strengthens its position in the competitive streaming market. The deal also highlights the evolving nature of sports broadcasting, as traditional media rights agreements are renegotiated to include digital platforms.
What's Next?
As the 2026 Masters approaches, Amazon and Augusta National Golf Club will likely explore additional ways to enhance the viewing experience, potentially incorporating interactive features or exclusive content for Prime subscribers. The success of this partnership could influence other major sporting events to consider similar collaborations with digital platforms, further transforming the landscape of sports broadcasting. Fans can expect a more dynamic and accessible coverage of the Masters, with Amazon's involvement potentially setting new standards for how golf tournaments are presented.
