In a landmark move that reshapes the British sports broadcasting landscape, Amazon Prime Video has secured exclusive UK rights to the Masters Tournament's coveted featured group coverage. The deal, struck with ESPN and Augusta National, represents a major coup for the streaming giant.
The agreement grants Amazon Prime Video exclusive access to stream the Masters' featured group coverage for the next several years. This coverage provides viewers with uninterrupted, multi-hole tracking of the tournament's most compelling pairings and star players.
Broadcasting Shake-Up
This acquisition marks a significant shift from traditional linear broadcasting. Previously, such premium golf content was primarily accessible through established sports channels. Amazon's entry into this elite sporting arena signals a continued trend of streaming services competing for top-tier live sports rights.
The deal specifically covers the early round featured group coverage, which has become increasingly popular among golf enthusiasts who want to follow specific players throughout their rounds rather than the main broadcast's jumping between groups.
Strategic Move for Amazon
This partnership represents a strategic expansion of Amazon's growing sports portfolio in the UK market. By securing exclusive rights to one of golf's most prestigious events, Amazon Prime Video strengthens its position as a serious contender in live sports streaming.
The move follows Amazon's pattern of acquiring high-profile sports content to drive subscriptions and engagement on its Prime Video platform, competing directly with traditional broadcasters and other streaming services.
Golf fans in the UK will now need an Amazon Prime subscription to access this particular coverage, though other elements of the Masters tournament may remain available through traditional broadcast partners.
