Masters

Professional Golf Tournament / Sports Event Entertainmentmasters.org

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.

Company typePrivate
Founded1934
HeadquartersAugusta, United States
Headcount1,001–5,000
GTM typeB2C
OfferingServices

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.

Masters firmographics

Firmographics

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

Masters industry classification

Industry

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

Where Masters is headquartered

Location

Headquarters

HQ city: Augusta
HQ country: United States
HQ region: North America

Offices1 record

Markets served

Masters business model

Business model

GTM type: B2C
Offering type: Services
Cost components: Operations, Technology or R&D, Marketing or Sales, Personnel, Infrastructure

Revenue model

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.
Broadcasting and Media Rights: Television and streaming broadcast rights for the tournament coverage, reaching global audiences.
Merchandise Sales: The Masters Shop sells official tournament merchandise including apparel, memorabilia, and branded items.
Masters Vault Subscriptions: Exclusive subscription-based access to the Masters Vault digital archive containing historical and exclusive video content.
Sponsorship and Partnerships: Corporate partnerships including title sponsorships and promotional collaborations.

Pricing tiers

Model	Billing	Price
Other	Multi-year contract	Tournament Tickets
Subscription	Annual	Masters Vault Premium Content

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Masters product offering

Product offering

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

Companies that use Masters

Customer profile

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Masters technology and API

Technology

Technology focussed No

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Feature4 records

Masters partnerships and signals

Strategic signal

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

Masters competitors and assessment

Company assessment

Market position

Strengths4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

Masters financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Masters leadership team

Management profile

Number of profiles

Profiles1 record

Masters funding detail

Funding detail

Funding overview

Funding rounds

Investors

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

Masters M&A and investment

M&A and investment

M&A

Investments

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

Frequently asked questions about Masters

What does Masters do?

Is Masters a public or private company?

Masters is a private company. It is classified as corporate owned and is currently operating.

When was Masters founded?

Masters was founded in 1934. It employs 1,001 to 5,000 people.

Where is Masters based?

Masters is headquartered in Augusta, United States, in the North America region.

How does Masters make money?

Five revenue lines are on record. Ticket Sales are the primary driver. The others are broadcasting and Media Rights, merchandise Sales, masters Vault Subscriptions and sponsorship and Partnerships.

Does Masters have an API?

No public API is recorded for Masters.

What industry is Masters in?

Masters's product category is Professional Golf Tournament / Sports Event Entertainment. Its primary akta.pro industry code is MPAKAAAK, Golf Tours & Professional Circuits, with a secondary code of MPAKABAE, Golf Clubs & Tournament-Host Clubs (Professional/Elite Golf Clubs). Its NAICS code is 713910 and its SIC code is 7900.