US viewers secure rights to watch The Masters golf tournament on Prime Video
Amazon Prime Video is set to make a significant foray into the world of golf, announcing that it will air four hours of exclusive live coverage of the US Masters golf tournament next year. This marks the first time Amazon will be a broadcaster of the Masters Tournament, starting in 2023.
The move comes as the streaming giant continues to expand its sports portfolio. In a statement, Jay Marine, Head of Prime Video US and Global Sports, expressed his excitement about Amazon becoming a broadcast partner for the prestigious Masters Tournament.
Meanwhile, the LIV Golf League, a professional golf circuit separate from the PGA Tour, has attracted controversy due to its organisation and involvement of high-profile golfers. The league, which features golfers such as Jon Rahm, Sergio García, Dustin Johnson, Brooks Koepka, and Cameron Smith, has faced criticism and has recently been acquired for broadcast by Movistar Plus+. Movistar Plus+ will broadcast the LIV Golf League, amidst the ongoing debate surrounding the league.
Elsewhere, The Open at Royal Portrush set new records last year, with each day of the tournament setting a record average audience for its respective day. Sky Sports' coverage of the event generated 21.2 million viewer hours, a 36% increase year-on-year. CBS Network picked up coverage on Saturday and Sunday, while Disney-owned ESPN showed the rest of the day's action on linear and streaming channels. Paramount+ screened the first two hours of the day to US audiences on Saturday and Sunday.
In Germany, Sky Deutschland's premium live sports offering, including Bundesliga, is now available as an add-on channel on Amazon Prime Video. This expansion of sports content on Amazon Prime Video is part of the company's strategy to compete with traditional broadcasters in the sports market.
It's not known how much Amazon paid for the rights to air the Masters golf, but Augusta has previously licensed broadcasters on a limited scale, for relatively small financial return. The coverage will include two hours from the Augusta National.
Eugenio López Chacarra and David Puig, two Spanish golfers, will be part of the LIV Golf League. The league, despite the controversy, continues to attract high-profile players and broadcasters. As the sports landscape continues to evolve, it will be interesting to see how these developments unfold in the coming years.
