Amazon Prime Video is taking a different swing at a sports that hinges on exactly that sort of thing,
The streaming giant said it will join CBS Sports and ESPN as a U.S. broadcaster of the Masters Tournament, administered by the Augusta National Golf Club, bringing that top-tier event to broadband distribution for the first time. Amazon will show two additional hours of first and second round coverage, starting with the 2026 tournament.
The Masters will stream live on Prime Video from 1:00 p.m. to 3:00 p.m. on April 9 and April 10, leading in on both days into ESPN’s regular late afternoon and evening coverage. CBS will air the Masters live from 2:00 p.m. to 7:00 p.m. on April 11 and April 12, preceded each day by streaming coverage on Paramount+ from 12:00 p.m. to 2 p.m.
“It’s an honor for all of us at Amazon to become a broadcast partner of the Masters Tournament and to provide fans additional hours of live coverage of this treasured event,” said Jay Marine, Head of Prime Video U.S. and Global Sports, in a prepared statement. “We are humbled and proud to begin our relationship with Augusta National Golf Club, and we cannot wait to get started.”
Amazon has made noticeable inroads into TV sports in recent years, winning sole rights to “Thursday Night Football” and acquiring NBA and Nascar rights. The Masters has for years been associated with linear TV, with CBS televising it in every year but once since 1956. ESPN has enjoyed rights since winning them in 2008, following a stint when the tournament was shown on USA.
As this new deal shows, such alliances are made to evolve.
