Amazon Prime Video has secured exclusive live coverage rights for a portion of next year’s US Masters Tournament, marking another significant move in its growing sports portfolio.
Under the deal, Prime Video will air four hours of live coverage from Augusta National, giving subscribers exclusive access to two hours of action each day. The arrangement sits within a complex broadcast structure:
- Prime Video: Two hours of daily live coverage for US audiences
- ESPN: Remainder of weekday action across linear and streaming channels
- CBS Network / Paramount+: Weekend coverage, including the final rounds on Saturday and Sunday, with Paramount+ carrying the first two hours each day
Amazon’s Play in Premium Sports
While the financial details of the deal remain undisclosed, Augusta National has historically licensed broadcasters on a limited scale, often for modest financial returns compared to other major sporting rights. For Amazon, however, the value lies in association and positioning.
By adding the Masters to its roster, Prime Video signals to golf fans — and the wider sports industry — that it is serious about premium, heritage-driven sports properties.
Jay Marine, Head of Prime Video US and Global Sports, called the agreement “an honour” and said Amazon was proud to begin its relationship with Augusta National Golf Club. “We are humbled and proud to provide fans additional hours of live coverage of this treasured event,” he added.
Why It Matters
Golf remains one of the few sports with a deeply loyal, high-value global audience. Augusta National’s decision to allow Prime Video into its carefully curated media ecosystem reflects the changing dynamics of sports broadcasting: streaming platforms are no longer outsiders, but essential partners.
Prime Video gains credibility in golf and extends its broader ambition to build a sustainable sports offering alongside entertainment content.
The Masters deal highlights a crucial lesson for leagues and federations: the future of broadcasting will be multi-layered and fragmented across platforms, but also deeply audience-specific. By allocating different windows to different broadcasters, Augusta is ensuring reach, exclusivity, and financial security all at once.
For other sports properties, the key question isn’t just who pays the most — it’s how to build a partnership ecosystem that maximizes reach without diluting brand value.
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IMAGE: Amazon Prime Video
