The golf world is descending upon Augusta, Ga., this week for the 90th edition of the Masters Tournament.
Inside the ropes at Augusta National, the focus will be on defending champion Rory McIlroy, who completed the career grand slam a year ago by winning the Green Jacket.
Off the course, questions loom around the future of Tiger Woods and continued changes to ticketing and hospitality operations at the Masters. Meanwhile, this week also brings a spotlight on the gnome-crazed Masters merch mania, Amazon’s Augusta debut, and yet another top-tier facility.
Tiger’s Absence
Woods will miss his second consecutive Masters this week, after “stepping away” to seek treatment following his arrest on March 27. Woods was charged with suspicion of driving while impaired during a rollover car crash in Jupiter Island, Fla.
Beyond competing at Augusta National, Woods was set to participate in ceremonies around the opening of the new nine-hole par 3 course he designed at Augusta Municipal Golf Course called The Loop at The Patch.
Woods had just played in his first competitive action of the year, helping the TGL Finals draw nearly 1 million viewers.
Ticketing Resellers Pivoting
Masters tickets are harder to come by on the secondary market this year, as Augusta National continues to more strictly enforce its no resale policy following a severe crackdown on the practice in 2025.
Some major ticket companies like SeatGeek have decided not to resell Masters tickets this year due to the restrictions.
Meanwhile, prices for winners of the annual Masters ticket lottery were slightly more expensive this year. Competition rounds cost $160, the Wednesday practice round was $150, and Monday and Tuesday $140.
Streaming And ESPN Shifts
Amazon Prime Video is debuting as a Masters broadcaster as Augusta National fully embraces its new streaming era.
Prime Video will have two hours of coverage from 1-3 p.m. ET during the first two rounds on Thursday and Friday. Jack Nicklaus and other special guests will join host Terry Gannon on the call.
ESPN has taken heat for adding Jason Kelce to its Masters Par 3 Contest coverage team on Wednesday. The former Eagles center and current NFL analyst will serve as an on-course reporter. Pat McAfee said he’s tried to get his daily ESPN show a spot at the Masters, but was told to “go to hell.”
CBS lead announcer Jim Nantz also took some criticism for saying he hasn’t watched a single competitive shot of LIV Golf star Bryson DeChambeau this year—only YouTube videos.
Masters Mania
On the ground at Augusta National, demand for the Masters Gnome is expected to reach a fever pitch. With rumors swirling that this may be the last year the popular souvenir is sold, a wildly expensive presale market developed, with e-commerce sites selling not-yet-acquired Masters Gnomes for as much as $1,500.
Also debuting this week is the new state-of-the-art Players Services Building, which includes a new locker room, indoor and outdoor dining areas, health and fitness rooms, and more.
