What is the story about?
What's Happening?
The Masters golf tournament will expand its broadcast coverage in 2026 by partnering with Amazon Prime Video. This collaboration will add four additional hours of coverage for the first two rounds of the tournament, airing from 1 p.m. to 3 p.m. ET on Thursday and Friday. This new coverage will complement existing broadcasts by ESPN and CBS, which will continue to provide extensive coverage of the event. The partnership with Amazon marks a significant step in the tournament's media strategy, as it seeks to enhance the viewing experience for fans by leveraging digital platforms.
Why It's Important?
The inclusion of Amazon Prime Video in the Masters' broadcast lineup reflects the growing importance of digital streaming platforms in sports broadcasting. This move allows the Masters to reach a broader audience and cater to the increasing demand for online sports content. For Amazon, this partnership strengthens its sports portfolio, which already includes NFL, NBA, and other major sports leagues. The collaboration is likely to attract more subscribers to Amazon Prime Video, while also providing the Masters with a modernized approach to broadcasting that aligns with current media consumption trends.
What's Next?
As the 2026 Masters approaches, fans can expect enhanced coverage and new viewing options through Amazon Prime Video. The partnership may lead to further innovations in how the tournament is presented, potentially incorporating interactive features or exclusive content for Prime subscribers. The success of this collaboration could influence other major sporting events to explore similar partnerships with digital platforms, further transforming the landscape of sports broadcasting.
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