Amazon Tees Off at the Masters a New Era of Golf Streaming Begins

• Amazon Prime Video streams live Masters coverage, marking its entry into golf broadcasting.
• Augusta National balances tradition with innovation, exemplified by streaming partnerships.
• Amazon's broadcast includes advanced stats and bespoke camera angles for Amen Corner.
• The Masters seeks to broaden its audience through digital platforms like Amazon Prime Video.

New Territory: Amazon Joins the Masters

Roger that, Cortana. It appears Amazon Prime Video is stepping onto the green, securing exclusive live coverage of the Masters Tournament. First time viewers can watch live coverage of the tournament on Amazon Prime Video. My sensors indicate that this Thursday, the streaming giant will broadcast from 1-3 p.m. ET, covering Rounds 1 and 2. Now, that’s what I call entering the arena. Remember Reach? Securing territory is always the first step.

Amen Corner Gets the Amazon Treatment

For all four days of the tournament, Prime Video will produce live coverage of Amen Corner, the famed 11th, 12th and 13th holes at Augusta. Amazon's 'Inside Amen Corner' will feature advanced stats and bespoke camera angles designed to give the viewer a look at how different players attack the three holes strategically. The streamer will also have coverage of the 15th and 16th holes for all four days and showcase certain featured groups, though it will not produce that content. We're talking advanced stats and camera angles, offering viewers a tactical breakdown of how players navigate those critical holes. Sounds like they're aiming for precision strikes. Speaking of precision, you might also want to check Decoding Wall Street's Wild Ride Stocks Surge and Stumble After Hours, for a detailed analysis of after-hours stock market fluctuations. This is more than just watching golf, it's about understanding the game at a deeper level.

Tradition Meets Innovation at Augusta

Augusta National, led by Chairman Fred Ridley, is walking a tightrope – balancing tradition with innovation. Like trying to land a Pelican on uneven terrain. Ridley acknowledged a "tension" between respecting tradition and innovating and said Augusta wrestles with it each year. The club's decision to have YouTube creators Dude Perfect play frisbee at Amen Corner in 2022 shows Augusta's willingness to try different things to reach new audiences. "In retrospect, I like those guys, but that may not have been the best idea," said Ridley. "But thematically, we're certainly willing to look outside the box every once in a while." Even the best laid plans can go sideways, but you gotta respect the willingness to adapt.

Playing by Augusta's Rules

To do business with Augusta National, Amazon has to play by the club's rules. Part of that agreement includes assurances from Amazon that coverage of the broadcast would maintain that pristine, traditional image, said the person, who asked not to be named because the discussions were private. Amazon's primary coverage on Days 1 and 2 will look very similar to that of ESPN and CBS. This isn't just about streaming rights; it's about respecting the legacy of the Masters. They're walking a fine line, but that's what Spartans do best.

The Halo Effect for Amazon

The value of owning a slice of Masters rights for Amazon may not be as straightforward as for other sports properties. Typically, sports serve several purposes for Amazon. They add value to Amazon Prime, and they connect to Amazon's e-commerce business, which includes sports apparel and merchandise. It's possible the Masters will bring some new subscribers to Prime Video, but the real value for Amazon is the halo effect. Owning even a few hours of exclusive Masters coverage lifts the value of Prime Video's entire sports portfolio. It’s about brand elevation and showcasing their commitment to premium content.

What's Next for Amazon and Golf

Given Amazon's seemingly unfettered desire for major sports properties, Prime Video will likely be in the market for more golf – if its streaming audience responds. Amazon dipped its toe into golf on Black Friday with a Skins Game featuring Keegan Bradley, Xander Schauffele, Tommy Fleetwood and Shane Lowry. This is their reconnaissance mission. Time will tell if they decide to fully commit to the course. But if they do, they'll need to be ready for a long campaign. I’ll be watching, waiting, and ready to advise.