15 To Watch: Masters Edition
As we enter Masters week, let’s look at 15 Facts that are shaping the 2025 edition of the iconic tournament.
1. New Champion Partner Added: In September 2024, Augusta National Golf Club announced Bank of America as a new "Champion Partner" for the 2025 Masters, joining AT&T, IBM, and Mercedes-Benz. This partnership expands an existing relationship where Bank of America supported community initiatives and amateur events, signaling a deepened financial commitment to the tournament’s future.
2. Extended TV Coverage: Starting in 2025, CBS Sports will increase its live coverage by five hours over the weekend, airing Saturday and Sunday from 2 PM to 7 PM ET, with additional streaming on Paramount+ from 12 PM to 2 PM ET. This expansion reflects Augusta National’s strategy to enhance viewer access while maintaining its limited commercial model of four minutes per hour.
3. Exclusive Sponsorship Tier: The Champion Partners—Bank of America, AT&T, IBM, and MercedesBenz—are part of an elite sponsorship tier estimated at $20 million annually per deal. These partnerships, alongside Tournament Partners Delta Air Lines, Rolex, and UPS, underscore the Masters’ ability to attract high-value corporate backing without oversaturating its brand.
4. No Domestic TV Revenue: Unlike other majors, Augusta National forgoes significant domestic TV revenue, offering CBS and ESPN broadcast rights for minimal compensation in exchange for creative control. Experts estimate this choice leaves $100 million or more on the table annually, prioritizing prestige over profit.
5. Merchandise Sales Powerhouse: The Masters merchandise store is projected to generate substantial revenue, with 2024 estimates at $70 million for the week, or roughly $10 million daily. This success stems from exclusive, limited-edition items sold only onsite, driving demand among the thousands of attendees.
6. Affordable Concessions: Concession prices remain famously low, with items like the pimento cheese sandwich at $1.50, a tradition unchanged for decades. This approach prioritizes patron experience over profit, contrasting sharply with the high revenue from merchandise and badges.
7. Badge Pricing Strategy: Practice round badges for 2025 are priced at $75 and daily tournament badges at $115, yet their scarcity drives secondary market prices to $600-$1,700 per day. Augusta National caps official sales, leaving an estimated $269 million in potential revenue untapped compared to market rates.
8. Private Ownership: Augusta National Inc., a private entity founded in 1935, owns both the golf club and the Masters, shielding financial details from public disclosure. This structure allows the club to operate with secrecy and flexibility, using LLCs for certain transactions to minimize legal oversight.
9. Trademark Vigilance: The club has registered around 90 trademarks, including “Taste of the Masters” for food packages, protecting its brand fiercely. In the past, it has sued companies attempting to profit off Masters-related items like the Green Jacket, ensuring tight control over its intellectual property.
10. Economic Impact: The Masters generates significant local economic activity in Augusta, Georgia, though exact figures are closely guarded. Estimates from past years suggest a regional boost in the tens of millions, driven by tourism, hospitality, and patron spending beyond the course.
11. Limited Field Size: The 2025 Masters is expected to feature one of the smallest fields in recent years, with 96 players qualifying by April 2025. This exclusivity enhances the event’s prestige and keeps operational costs lower than larger majors like the U.S. Open.
12. Broadcast Evolution: The 2025 tournament will feature enhanced digital coverage, including live range data on Masters.com and Paramount+, showcasing every player’s practice shots with metrics like distance and spin. This innovation caters to tech-savvy fans while maintaining Augusta’s reputation for cutting-edge presentation.
13. Historical Sponsorship Stability: IBM and AT&T, sponsors since 2018 and 2020 respectively, renewed their Champion Partner status for 2025, reflecting long-term corporate trust in the Masters’ brand. These deals, often brokered by agencies like Octagon, highlight the tournament’s consistent appeal to blue-chip companies.
14. Youth and Amateur Focus: Augusta National invests in golf’s future through events like the Augusta National Women’s Amateur and Drive, Chip and Putt, both supported by partners like Bank of America. These initiatives, held before the Masters, bolster its reputation as a steward of the sport without directly adding to tournament revenue.
15. Global Reach: International broadcast deals, such as with Canal Plus in France and Sky Sports in the UK (which holds exclusive live rights from 2020), expand the Masters’ audience without compromising its U.S. model of minimal commercialization. This balance ensures worldwide visibility while keeping the event’s mystique intact.