The Masters may be a tradition unlike any other, but its media rights strategy is evolving in a very modern way as more coverage migrates to streaming. Starting in 2026, Augusta National adds Amazon Prime Video as a new domestic partner, giving Prime two exclusive hours of live coverage on Thursday and Friday before ESPN's afternoon coverage begins. CBS remains the weekend broadcast home.

This "MediaTalk" episode explores whether the streaming expansion will enhance the Masters' mystique — or dilute the scarcity that makes it so valuable?

The conversation turns to PGA Tour CEO Brian Rolapp's proposed structural overhaul—fewer but bigger events, more presence in major U.S. markets, and even promotion/relegation — framing it as a bid to increase competitive intensity and year-round narrative. If the PGA Tour adopts relegation and fewer "bigger" events, does that strengthen the product — or risk alienating core fans and sponsors?

Also discussed is Versant's evolving sports portfolio, streaming's expanding role across rights packages, LIV's uneven US traction despite wider distribution, and the outlook for TGL/WTGL.

More S&P Global content:

• Navigating the Chaos of Sports Media Rights Fragmentation
• Maximizing Sports Media Rights Value: Benchmarking, Negotiation, & Market Intelligence in 2026

Featured experts:

Scott Robson, principal analyst at S&P Global Market Intelligence Kagan.

Michael Johnson, research analyst at S&P Global Market Intelligence Kagan

Credits:

• Host/Author: Mike Reynolds
• Producer/Editor: Sarah James

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