The Masters is Amazon Prime’s next test in live sports
Often called “a tradition unlike any other,” the Masters golf tournament has a non-traditional media partner this year. For the first time, Amazon Prime Video will stream two hours of early round live coverage from Augusta National Golf Club on Thursday and Friday (10 a.m. Pacific) ahead of ESPN’s telecasts on cable and its streaming platform. CBS will carry the final two rounds over the weekend as it has since 1956, while the network’s streaming platform Paramount+ will have two hours of early coverage on those days. Amazon’s piece of the Masters came after years of talks the company conducted with Augusta National while building its portfolio of live sports events which include the NFL’s Thursday Night Football package, the NBA and NASCAR in the U.S. and Champions League soccer and Wimbledon tennis in international markets. Live sports rights are expensive — Amazon did not disclose what it’s paying for the Masters — but the biggest events guarantee large audiences, making them less risky than high-priced investments in scripted movies and TV series. The Masters …




