What Masters does

Masters (legal entity: Augusta National Inc.) operates the Masters Tournament, an annual invitational professional golf championship held at Augusta National Golf Club in Augusta, Georgia, since 1934. The event is one of golf's four major championships and is anchored by iconic traditions including the Green Jacket presentation, the Par 3 Contest, and the Champions Dinner. The chairman is Fred S. Ridley.

The Masters operates an integrated digital platform on masters.com that serves as the primary hub for the tournament and its year-round content ecosystem. Core products include live scoring and leaderboards, the Masters Vault subscription-based historical archive, Masters Video Highlights, Masters Fantasy, My Group (player tracking), Track Shots (shot telemetry), Range Tracker (practice range monitoring), and the official Masters Shop for merchandise. The sub-brands Masters Vault, Masters Fantasy, and Masters for Kids extend the property's reach beyond the one-week April event. IBM serves as the official technology and digital partner, providing infrastructure and analytics for the digital ecosystem.

The business model is event-driven and multi-streamed. Revenue is generated through premium ticket sales (allocated via an oversubscribed application process), global broadcasting and streaming rights licensing, official merchandise sales through the Masters Shop, Masters Vault subscription revenue, and corporate sponsorships. The Masters is a private entity with no public financials, no venture capital or private equity backing, and complete opacity on ownership and membership details. The customer base spans individual golf patrons and fans globally, broadcast and streaming media partners, and corporate sponsors, with the event generating global audience reach through broadcast distribution.

Name

Masters

Legal name

Augusta National Inc.

Website

https://masters.org

Company type

Private

Founded year

1934

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Masters (Augusta National Inc.) operates the annual invitational Masters Tournament at Augusta National Golf Club since 1934, serving golf fans globally through ticket sales, broadcast rights, merchandise, and a digital content platform.

Ownership category

akta.pro rank

Product category

Professional Golf Tournament / Sports Event Entertainment

NAICS

Golf Courses and Country Clubs (713910), Spectator Sports (71121)

SIC

Services-Amusement & Recreation Services (7900), Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Golf Tours & Professional Circuits (MPAKAAAK)

akta.pro secondary industries

Golf Clubs & Tournament-Host Clubs (Professional/Elite Golf Clubs) (MPAKABAE), Golf Courses & Golf Facilities (MPAKAEAD), Individual Sports Events (Tennis, Golf, Boxing/MMA, Athletics) (MPAGAMAC)

Keywords

• Professional golf tournament
• Sports broadcasting rights
• Tournament merchandise sales
• Exclusive sports content
• Golf event ticketing

Headquarters

HQ city

Augusta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Technology or R&D, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Ticket Sales: The Masters generates revenue through a competitive ticket application process for practice rounds and tournament days. Limited availability creates high demand and premium value.
2. Broadcasting and Media Rights: Television and streaming broadcast rights for the tournament coverage, reaching global audiences.
3. Merchandise Sales: The Masters Shop sells official tournament merchandise including apparel, memorabilia, and branded items.
4. Masters Vault Subscriptions: Exclusive subscription-based access to the Masters Vault digital archive containing historical and exclusive video content.
5. Sponsorship and Partnerships: Corporate partnerships including title sponsorships and promotional collaborations.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

The Masters is an annual invitational professional golf tournament held at Augusta National Golf Club, offering in-person patron attendance via a selective ticket application process, global broadcast and streaming coverage, official merchandise through the Masters Shop, and exclusive digital content via the subscription-based Masters Vault. The property is supported by an integrated digital platform delivering live scoring, video highlights, player tracking tools (Range Tracker, Track Shots, My Group), and a fantasy golf game.

Product overview

The Masters Tournament operates a digital platform centered on its flagship annual golf championship at Augusta National Golf Club. The offering is a unified content and engagement ecosystem combining event information, live scoring, video content (Masters Vault, Highlights), interactive features (Fantasy, My Group, Track Shots, Range Tracker), ticketing, and merchandise. These products function as an integrated suite rather than standalone modules—users can follow players through My Group, track shots in real-time, compete in Fantasy, access exclusive video archives, and purchase tickets all through the same domain.

Differentiator

Problem solved

Functional benefit

Brands

• Masters Vault: Exclusive home to decades of Masters content, providing access to historical video footage and highlights from past tournaments.
• Masters Fantasy
• Masters for Kids

Products and services

• Masters Tournament The annual invitational professional golf tournament held at Augusta National Golf Club, featuring competition among the world's top golfers for the Green Jacket. Open to patrons via a selective ticket application process and to a global audience via broadcast and streaming.
• Masters Vault Subscription-based digital archive offering decades of Masters content including historical video footage, highlights, and behind-the-scenes materials for golf fans and content consumers globally.
• Masters Shop Official online merchandise store selling tournament apparel, accessories, collectibles, and branded memorabilia to golf fans and collectors worldwide.
• Tickets Official ticketing service for tournament admission, including application and purchase for Masters tournament access covering practice rounds and competition days at Augusta National Golf Club.
• Masters Fantasy Online fantasy golf platform allowing users to compete against family and friends by selecting tournament players and tracking their performance throughout the Masters.

Quantifiable outcome

• 91st annual tournament held April 5-11, 2026

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• IBMcoreTechnology or IntegrationIBM is the official technology and digital partner of the Masters Tournament. The partnership leverages IBM's technology expertise for tournament operations, digital platforms, and analytics. IBM branding appears on the Masters website as a key technology partner, providing infrastructure and technology solutions for the tournament's digital ecosystem.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Market position

Strengths4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/themasters
• Facebookfacebook.com/TheMasters
• LinkedInlinkedin.com/company/augustanational

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Masters