Amazon Prime Video secures Masters coverage for 2026

In a significant shift for one of golf's most prestigious events, The Masters Tournament has partnered with Amazon Prime Video to provide streaming coverage for its early rounds beginning in 2026. This expansion includes two-hour broadcasts of the first and second rounds on Thursday and Friday from 1:00 PM to 3:00 PM ET, expanding the reach of live Masters content to more fans. This decision marks a departure from the traditional broadcasting landscape, emphasizing the growing trend toward streaming platforms in sports broadcast. The deal will connect fans more directly with the tournament than ever before. Traditionally, early round coverage of The Masters was accessible for free on the tournament's official website, which provided a limited viewing experience. With the addition of Amazon Prime Video as a partner, viewers can expect increased coverage as the total broadcast hours rise significantly for the event. The collaboration is a strategic move amidst the ongoing popularity of streaming services and the demand for broader access to live sports. The deal highlights the evolving nature of sports broadcasting, where traditional networks were once thought to remain unchallenged by new media. By integrating a streaming option, The Masters aims to reach a younger audience that is increasingly turning away from classic television models. Augusta National Golf Club Chairman Fred Ridley expressed excitement about the partnership, noting it provides an unparalleled opportunity to enhance the viewing experience for fans around the world. This innovative step could signal a future where more prestigious sporting events choose to immerse themselves in digital partnerships to keep pace with changing viewer preferences. As streaming becomes an integral part of sports consumption, The Masters appears intent on ensuring their event not only maintains its prestigious reputation but also adapts to modern desires for accessibility and engagement.