The Coachella-ization of the Masters Has Golf Purists Concerned

Celebrities like Kevin Hart and Jason Kelce acting the fool on television. Social media “influencers” running amok. An official “cocktail” and expensive merchandise store filled with viral products. And, of course, a Taylor Swift connection via fiancé Travis Kelce.

Was this the Coachella Valley Music & Arts Festival that took place earlier this month in Indio, Calif.? No. It was the Masters Tournament, 2,200 miles away in Augusta, Ga.

Don’t look now, but the major tournament held annually at Augusta National Golf Club is beginning to resemble other overly commercialized events, say critics. That has some Masters fans worried the Green Jackets are trading decades of sporting tradition and heritage for the magic beans of social media relevance and more TV eyeballs.

Peter Kostis, the golf TV analyst and teacher who called 30 Masters tournaments for CBS Sports, notes Augusta National previously made changes at a glacial pace. Now the updates to the week-long event and media coverage are fast and furious. Like Hart caddying for Bryson DeChambeau during the Par 3 contest. And the comic, who’s only been playing for seven months, even hitting a tee shot. Don’t get Kostis started on the old-fashioned club allowing Dude Perfect and DeChambeau to play frisbee football around the iconic Amen Corner in 2022. 

“I don’t want to tune in to a professional golf event and watch semi-pros and influencers and hacks and whatever. I don’t want to see jokes. I can go to YouTube and watch that. I want to see professional golf when I tune in to a professional golf tournament,” Kostis tells Front Office Sports. “When I tune in to the Masters I want to see Masters coverage. I don’t want to see Waste Management Open coverage.”

Kostis isn’t alone.

Many fans and critics fumed at the sight of Kelce and Hart clowning around during ESPN’s coverage of the Par 3 contest on Wednesday, April 5. “Not one normal person wants this. Enough,” Jim Murray wrote on X/Twitter, while reposting a clip of Kelce rocking a caddie’s white jumpsuit at the Par 3 tournament.

Many also resented the presence of influencers and parasitic merchandise resellers infesting the hallowed grounds of Augusta National. Particularly since they had trouble scoring expensive tickets for themselves. “We don’t need influencers, or Jason Kelce or Kevin Hart at the Masters, man,” tweeted another viewer.

To be sure, the Masters easily remains the country’s most-watched golf tournament. CBS’s coverage of Rory McIlroy’s repeat victory was the most-watched final round in 11 years, averaging nearly 14 million viewers. That was up 8% from McIlroy’s first victory in 2025. It was the highest since Jordan Spieth’s first major championship win in 2015 pulled 14 million viewers. 

Burke Magnus, ESPN’s president of content, took a victory lap on Twitter when numbers showed the network’s Par 3 Contest coverage drew its biggest viewership since 2015. “And up 42% for P18-49. Hmmmm.  Interesting,” tweeted Magnus.

It’s also true the Green Jackets have kept the “Instagrammable” moments to a minimum. Fans are allowed to bring digital cameras from Monday to Wednesday, but forget about it during the four tournament days from Thursday-Sunday. Everybody seems to love the cheap concession prices and “No Cell Phone” policy throughout the tournament, as well as the strict code of conduct enforced on rowdy spectators—oops, “patrons,” in the club’s arcane argot. 

The Masters creates a “very peaceful” environment for golfers and fans alike, Scottie Scheffler noted this year. “There’s no people asking for selfies in the middle of the round. It’s very calm out there, and people follow the rules here. For us as players, it’s really an enjoyable experience.”

There’s an argument Augusta National only relaxes on practice days. But the Masters is like a religion to many fans and viewers. These acolytes regard any changes as sacrilege. Golf purists have watched with a jaundiced eye as the PGA Tour embraced YouTubers like Grant Horvat, Luke Kwon, and Roger Steele with their “Creator Classic” series. They don’t want the prestigious Masters to cave to younger generations too. Much less become another Coachella, which was held the same week as the Masters. Consider:

• Celebrities: This year’s Masters drew Taylor Swift’s fiance, Travis Kelce, former One Direction singer Niall Horan, Tiger Woods’s girlfriend Vanessa Trump, and her daughter, Kai Trump. They joined a galaxy of stars from the sports world, including Caitlin Clark, Pat McAfee, and Blake Griffin. Plus Peyton and Eli Manning: both members of Augusta. At Coachella, meanwhile, the celebrity sightings included: Kylie Jenner, Hailey Bieber, Lizzo, and Paris Hilton.

• Influencers: The Masters has become the place to see and be seen for the beautiful people. Especially “influencers,” snapping pics of themselves around the famous course. Influencer Abby Baffoe’s videos and pics from her first visit to the Masters—wearing “vintage Chanel”—generated millions of views on TikTok and Instagram. But she was also ripped by haters for her “inappropriate” outfits. She had a cheeky response: “When you wake up getting cancelled for your Masters outfit.”

• From Gnomes to Cardigans: Both the Masters and Coachella have leaned heavily into merchandising for their well-heeled customers. At this year’s Masters, “Gnome mania” ran wild, according to FOS‘s David Rumsey, with waiting time for souvenirs growing to 90 minutes. No wonder the club earns an estimated $70 million in on-site merchandise sales every year. The Coachella Shop, meanwhile, was hawking a “1999 Studded, Zippered Hoodie” for $150, plus a “Felt Cute Chartreuse Knit Cardigan” for $125.

• Signature Cocktail: The Masters signature “Azalea” cocktail has taken on a life of its own. Masters.com sells a cocktail kit complete with Masters cups that fans can use for their watch parties at home. Sure enough, Coachella launched its own signature cocktail this year called the “Coachella Sunset,” which served in limited edition, collectible cups.

Will Augusta National make more course corrections next year? Maybe. Even chairman Fred Ridley admitted it “might not have been the best idea” to let Dude Perfect play frisbee around Amen Corner. The famous viral “gnomes” could also be phased out.

If Masters fans like Kostis were frustrated by this year’s tournament, it’s out of love and reverence, not hate. Kostis knows change is inevitable. But in the past, the Green Jackets took their sweet time before coming to what was usually the right decision. Nowadays, he’s not sure whether they’re thinking things through or reacting to social media. In short, Kostis worries the Masters is in danger of losing its identity.

“People have an expectation of what they’re going to see when they tune in for the Masters. It’s built up over 40 or 50 years—and they’re going to be pissed off if they don’t get what they want,” warns Kostis. “Where does it end up in the future? That’s up to the Masters and their decision-making priorities and their partners. But they’ve got to be careful, in my opinion. They’re the last vestige of tradition in televised golf in my opinion.”