Augusta National Golf Club has operated the same way for generations.
They’ve kept the Masters Tournament completely under their control like no other sporting event in America.
But Augusta National made one business decision that broke 70 years of tradition.
Amazon Prime Video lands unprecedented Masters streaming deal
Golf fans across the country woke up Tuesday morning to news that seemed impossible just months ago.
Augusta National – the same club that operates with more secrecy than the Pentagon – announced they’re partnering with Amazon Prime Video to stream Masters Tournament coverage starting in 2026.¹
The deal gives Amazon two hours of exclusive streaming coverage during the first two rounds on Thursday and Friday, from 1:00 to 3:00 PM ET.
That might not sound like much, but for anyone who knows how Augusta National operates, this is earth-shattering news.
"Working alongside Amazon in this capacity is an exciting opportunity for the Masters Tournament and its fans," Masters Tournament Chairman Fred Ridley said in the announcement. "We are proud of our longstanding partnerships with CBS Sports and ESPN, who have set the highest standard for broadcast coverage of the Masters. The addition of Amazon will only further our abilities to expand and enhance how the Tournament is presented and enjoyed."²
Amazon’s coverage will lead into ESPN’s traditional 3:00 to 7:30 PM window, while CBS continues handling weekend coverage.
Why this deal shocked the golf world
Here’s what most people don’t understand about Augusta National – they don’t need anyone’s money.
The club has operated on handshake agreements with CBS since 1956, renewing their broadcast contract year by year with no long-term guarantees.³
CBS doesn’t even pay traditional rights fees for the Masters. Instead, Augusta National lets them broadcast the tournament in exchange for doing things exactly the Augusta way.
That means limited commercials, no mention of prize money during broadcasts, and announcers who follow the club’s strict rules about what they can and can’t say.
Augusta National controls everything about the Masters experience.
From the $5 sandwiches to the complete absence of corporate sponsors on the grounds, the club has kept the tournament pure in ways that seem impossible in today’s sports world.
They’ve turned down massive streaming deals from Netflix, Apple, and other tech giants who’ve thrown eight-figure offers at them over the years.
Augusta National didn’t care – they had everything under control and didn’t need outside interference.
The streaming revolution finally reaches Augusta
But something changed this year.
Amazon Prime Video didn’t just land any old golf tournament – they landed the most exclusive sporting event in America.
Jay Marine, head of Prime Video’s sports department, understood the significance. "It’s an honor for all of us at Amazon to become a broadcast partner of the Masters Tournament and to provide fans additional hours of live coverage of this treasured event," Marine said. "We are humbled and proud to begin our relationship with Augusta National Golf Club, and we cannot wait to get started."⁴
The 2026 Masters will now feature 27 total hours of broadcast coverage across all platforms – a 50% increase from the 18 hours available in 2024.⁵
Think about that for a second. The most exclusive club in America just decided they wanted to show more of their tournament, not less.
What this really means
Look, Augusta National doesn’t make decisions lightly.
They’ve spent 70 years perfecting their broadcast model with CBS and ESPN, creating what many consider the gold standard for sports television.
The Masters broadcast has zero commercial clutter compared to other golf tournaments, with only four minutes of ads per hour instead of the usual 12 to 16 minutes.
Their longtime sponsors – AT&T, IBM, and Mercedes-Benz – pay premium rates for those limited spots, creating a broadcast experience that feels more like premium television than typical sports coverage.
For Augusta National to add a streaming partner means they’ve recognized something fundamental has shifted in how people consume sports.
Golf fans have been complaining for years about the limited early-round coverage during Thursday and Friday. While ESPN doesn’t start broadcasting until 3:00 PM, millions of viewers were stuck watching only featured groups and select holes on the Masters website.
Amazon’s deal fills that gap with traditional broadcast coverage that golf fans have been demanding.
The bigger picture
This announcement comes as Amazon has been aggressively pursuing premium sports content.
They already stream NFL Thursday Night Football and just added NBA games starting this season.
But landing the Masters is different – it’s the one tournament that every other network and streaming service has tried and failed to crack.
Augusta National’s decision to work with Amazon shows they believe streaming is here to stay, not just a fad that will disappear.
The club has always been forward-thinking when it comes to technology. They pioneered golf’s digital streaming experience and created one of the best sports apps in the industry.
Now they’re taking the next logical step by partnering with the biggest streaming platform in the world.
The 2026 Masters will be a showcase for what golf coverage can look like when traditional television and modern streaming work together.
For golf fans, this means more access to the year’s most important tournament.
For Augusta National, it means they’re positioning themselves for the next 70 years of sports broadcasting.
And for everyone else trying to land exclusive sports content, it proves that even the most traditional institutions are willing to change – when the deal makes sense.
¹ Augusta National Golf Club, "Chairman Fred Ridley Announces Amazon Prime Video as Masters Tournament Broadcast Partner," Masters.com, September 16, 2025.
² Ibid.
³ Front Office Sports, "The Masters’ Broadcasters Take What They Can Get," April 11, 2024.
⁴ Golf.com, "Augusta National, Amazon announce new Masters streaming deal," September 16, 2025.
⁵ Heavy Sports, "Masters Enters Streaming Game With Landmark Amazon Prime Announcement," September 16, 2025.
