• Loading stock data...
Thursday, September 18, 2025

From Green Jackets to Black Cards: Masters VIP Arms Race Escalates

The Masters is an experience unlike any other for patrons on-site—especially for those who can afford luxury options around Augusta National.

Apr 9, 2025; Augusta, Georgia, USA; Patrons move about the course during a practice round for the Masters Tournament at Augusta National Golf Club.
Peter Casey-Imagn Images

AUGUSTA, Ga. — Augusta National Golf Club may have fewer trees this year, but off the course, the home of The Masters Tournament has gotten even bigger in several major luxury areas.

Map & Flag, what the club describes as “the official Masters hospitality experience,” has debuted a second floor at the 26,000-square-foot venue that opened across Washington Road last year

With high-end food and beverage, tournament access, and its own merchandise shop included, around 2,500 weekly badges were sold at roughly $17,000 each—that’s more than $42 million in ticket revenue. However, several insiders speculated Map & Flag could easily have space for 4,000 ticket holders moving forward.

“The popularity of this venue inspires us to consider what else may be possible in future years,” Augusta National chairman Fred Ridley said Wednesday.

Map & Flag is a complement to Augusta National’s longtime ultra-exclusive on-course offering, Berckmans Place, which is a popular hangout spot for Green Jacket–wearing club members. Ticket prices for that VIP space, which is just off the fifth hole, are not public, but one source pegged it around $25,000 for this week.

The More, the Merrier

Speaking of add-ons, the addition of Bank of America as a fourth champion partner of The Masters meant makeovers for the hospitality buildings used by the other three top-tier tournament sponsors: AT&T, IBM, and Mercedes. 

Hidden behind the trees just off the 10th fairway sit four two-story luxury houses with top-shelf amenities reserved for those Masters sponsors and their guests. Last year, there were just three one-story buildings. It’s unclear how much those projects cost and whether the incumbent sponsor homes were simply renovated or torn down altogether and reconstructed.

Augusta National also completed construction of a private underground parking structure for its two-phase players’ services project, which will see a state-of-the-art facility for Masters invitees and their families open in 2026.

Watch Party

With more global media-rights partners than ever before, The Masters welcomed more than 50 different production trucks (running an estimated 270 miles of fiber cables) that operate behind Augusta National’s content center that sits on the edge of club property. 

Top broadcasters such as CBS, ESPN, Golf Channel, and Sky Sports don’t film from that compound—they record from TV towers, The Butler Cabin, and another house-turned-studio overlooking the practice area—but it is the hub for their TV production, as well as everything on the Masters app. Typically, the Augusta National digital team is roughly a dozen people, but around the Masters, that balloons to about 150, to pump out as much content as possible. 

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

exclusive

Stan Verrett Joining FanDuel Sports Network in Multiple Roles

The former ESPN “SportsCenter” anchor has found a new home.

ESPN Draws Highest ‘MNF’ Doubleheader Audience Since 2015

Buccaneers–Texans and Chargers–Raiders averaged 13.5 million viewers.

Stephen A. Smith on MNF Role, Inside the NBA, Molly Qerim Departure

Smith told FOS he will work “at least” three games this season.
Adriunna Brown

Business Is Booming for WNBA’s Top Beauty Pros

A network of stylists is shaping how players look, feel, and perform.

Featured Today

Premier Lacrosse League

‘The Circus Is Coming to Town’: Why Upstart Leagues Start on Tour

In their ambitious plans, a traveling schedule is only temporary.
PHILADELPHIA, PENNSYLVANIA - APRIL 19: A detailed view of the MLB Debut patch on the jersey of Patrick Monteverde #44 of the Miami Marlins prior to game against the Philadelphia Phillies at Citizens Bank Park on April 19, 2025 in Philadelphia, Pennsylvania.
September 13, 2025

The Tiny Jersey Patch at the Center of the MLB Rookie Card..

Autographed cards containing a piece of baseball history have upended the market.
September 11, 2025

Eagles-Chiefs Super Bowl Rematch Could Set More NFL Ratings Records

Fox will nationally televise Sunday afternoon’s matchup.
September 10, 2025

ESPN’s ‘MNF’ Ratings Up 8% As NFL Surges to Strong Start

ESPN posts its second-best Week 1 “Monday Night Football” audience.
Sep 14, 2025; Bridgeview, Illinois, USA; Portland Thorns FC midfielder Olivia Moultrie (13) kicks the ball past Chicago Stars FC defender Sam Staab (3) during the second half of a match at SeatGeek Stadium.
September 16, 2025

NWSL Beefs Up Media Deal With More CBS, ESPN, Adds Victory+

The NWSL has been locked into its existing deal since last year.
September 16, 2025

Adam Silver Walks Back Claim He’d Never Heard of Aspiration

Adam Silver spoke at the Front Office Sports Tuned In summit.
Sponsored

How World Series Champ Dexter Fowler Became a Premier League Team Owner

Dexter Fowler discusses navigating retirement and embracing new roles as an owner & investor.
Sep 14, 2025; Las Vegas, Nevada, USA; Las Vegas Aces guard Jewell Loyd (24) gestures to a teammate after scoring against the Seattle Storm in the first quarter during game one of round one for the 2025 WNBA Playoffs at Michelob Ultra Arena.
September 15, 2025

Aces Surge From Collapse to Contention With Dynasty at Stake

The turnaround started after a 53-point loss to the Minnesota Lynx.
September 15, 2025

Tush Push Debate Heats Up in Eagles Win, Ex-NFL Rules Chief Sounds..

The Eagles are continuing to run the quarterback-sneak play.
September 14, 2025

Most NFL Home Teams Opt to Honor Charlie Kirk Before Games

Several NFL teams playing at home on Sunday recognized the late activist. Some did not.
September 14, 2025

Crawford-Alvarez Bout Draws Biggest Crowd in Vegas Boxing History

Record attendance, a big gate, and growing ambitions mark the high-profile bout.