Amazon Prime Video will provide exclusive two-hour live coverage of the Masters Tournament on Thursday and Friday from 1:00 PM to 3:00 PM Eastern Time. Amazon will not integrate its e-commerce business during the broadcast and will strictly adhere to the Masters' broadcasting regulations. Amazon becomes the fourth media partner in the history of the Masters, joining CBS, USA Network, and ESPN.
The sports world turns its attention to Augusta, Georgia, on Thursday for the first round of the Masters Tournament. For the first time, viewers will be able to watch the event live via Amazon Prime Video. Amazon will offer exclusive live coverage during the first and second rounds. Across the four-day event, Prime Video will broadcast the famous "Amen Corner" at Augusta—holes 11, 12, and 13. Amazon's "Welcome to the Amen Corner" program will feature advanced statistics and exclusive camera angles, giving viewers insight into how different players strategically approach these three holes. The platform will also broadcast holes 15 and 16 in their entirety and show select featured groups, although this latter content is not produced by Amazon.
At the Augusta National Golf Club, chaired by Fred Ridley, Amazon becomes the fourth media partner in history, following Paramount's CBS, Viasat's USA Network (1982-2007), and Disney's ESPN. Last year, the Masters added Paramount+ to its broadcast lineup, offering a two-hour exclusive streaming window on Saturday and Sunday from noon to 2:00 PM, an arrangement that will continue this year.
For Amazon, the value of securing partial broadcast rights to the Masters is less direct than with other sports properties. Typically, sports events serve multiple purposes for Amazon: enhancing the value of Prime membership, integrating with e-commerce segments like sportswear, and, since sports are watched live, commanding higher advertising rates—a contrast to most content on Prime Video and similar platforms.
The Masters may attract some new subscribers to Prime Video, but its true value for Amazon lies in the brand prestige. Even possessing just a few hours of exclusive broadcast rights can elevate the perceived value of Prime Video's entire sports content portfolio.
On the e-commerce front, the Masters is one of the least commercialized major sporting events. Commercial breaks are limited to approximately four minutes per hour and feature only official tournament sponsors: IBM, AT&T, Bank of America, and Mercedes-Benz.
A source familiar with the matter told CNBC that Amazon will not include any promotional content for its e-commerce business during the stream.
To partner with Augusta National Golf Club, Amazon must comply with the club's rules. The unnamed source indicated that the agreement includes Amazon's commitment to maintaining the event's pure, traditional image in its broadcast.
Augusta National Chairman Fred Ridley stated at the tournament's annual press conference on Wednesday, "We look forward to a long-term relationship with Prime Video. We need to explore non-traditional ways to promote this event and, more importantly, the game of golf."
Ridley acknowledged a "tension" between respecting tradition and innovating, a balance the club weighs annually. He cited the club's 2022 invitation to YouTube creators Dude Perfect to play frisbee at Amen Corner as an attempt to reach new audiences.
"In retrospect, I liked those guys, but it might not have been the best idea," Ridley said. "But thematically, we are willing to think outside the box on occasion."
Amazon's core broadcast feed for the first two days of the tournament will be very similar to that of ESPN and CBS.
Following the announcement of the Masters partnership last year, Prime Video's Head of Sports, Jay Marine, told Sports Illustrated's Andrew Marchand, "They are clearly optimizing the fan experience, creating the broadcast look and feel they believe is appropriate to build something of significant long-term value."
It is evident that the Masters aims to integrate streaming partners into its viewing experience ecosystem.
For Amazon, the partnership provides viewership data for golf content on its platform. Amazon previously tested golf content on Black Friday, broadcasting a skins game featuring Keegan Bradley, Xander Schauffele, Tommy Fleetwood, and Shane Lowry.
Given Amazon's continued appetite for premium sports rights, positive feedback from streaming viewers would likely lead Prime Video to pursue more golf broadcasting rights in the market.
Comments