It’s A Master Class in Marketing
Published on April 22, 2025, at 2:57 p.m.
by Evie Feinour.
The Masters Tournament is steeped in tradition — from the iconic green jacket to the Champions Dinner to the $1.50 pimento cheese sandwiches, the event is built on nearly a century of history and golf prestige.
Every first week of April for the past 89 years, The Masters has been held at Augusta National Golf Club in Augusta, Georgia. Since its inception in 1934, the tournament has evolved into one of the most prestigious sporting events in the world — hence its famed slogan, A Tradition Unlike Any Other.
Over the past 89 years, some of the most iconic moments in golf — and in sports overall — have unfolded at Augusta National. From Tiger Woods’ unforgettable return to glory to Rory McIlroy’s long-awaited career Grand Slam just this past weekend, the tournament has been the backdrop for countless historic moments. Yet despite its prominence, very few fans — I mean patrons — will ever have the opportunity to experience Augusta National from inside the gates.
Tickets to the tournament can be obtained only through Augusta National membership, brand partnerships or the highly competitive ticket lottery. Each June, the lottery opens to the public for a 20-day window to apply for tickets to the following April’s tournament. But entering the lottery by no means guarantees you a ticket. In fact, Golf Digest stated that individuals have roughly a 0.55% chance of securing a ticket through the process.
Whether you’re part of the lucky 0.55% of lottery applicants granted a ticket or watching from the comfort of your home, you’ll likely notice the scarcity of commercials and visible sponsorships, both during the broadcast and on the course itself.
The Masters is famously selective, partnering with only a handful of global brands. This year’s sponsors included Delta, IBM, Mercedes-Benz, Rolex and UPS. These companies are carefully chosen not for their need for exposure but for their alignment with The Masters’ reputation. Rather than seeking promotion, these brands pursue credibility, prestige and the elite association that comes with sponsoring one of the world’s most iconic sporting events. In return, the tournament has created a strategic sponsorship model that allows it to partner with these global brands without over commercializing its long-standing traditions.
While tradition remains at the heart of the tournament, its social media marketing has become one of its most alluring features, particularly for patrons who aren’t fortunate enough to walk the storied course in person. The Masters’ Instagram, TikTok, Facebook, X and YouTube accounts give at-home viewers real-time, expertly curated content of all aspects of the tournament.
This year, from Monday, April 7, through the final round on Sunday, April 13, The Masters’ official Instagram account posted nearly 160 times — not including the additional curated content shared via Instagram stories. Posts ranged from stunning shots of Augusta National’s immaculate landscape to historic highlight reels to impressive plays by competitors — or their children — and everything in between.
Each piece of content is meticulously edited, thoughtfully captioned and carefully curated to give the account’s 2.8 million followers and other social media users a genuine sense of the tournament’s atmosphere, while also delivering real-time updates on standings. Nearly every post draws praise in the comments, with users applauding the social media team’s exceptional work.
On TikTok, The Masters maintains the tradition of Augusta National while seamlessly incorporating trending audios and niche trends popular on the app. This year, several well-known TikTok creators were invited to the tournament and, in return, shared content from their visits to Augusta — with some even filming inside the gates, where cellphones are typically banned for patrons. Among the invited creators were Marykate Morrissey, Corporate Natalie and Allison Kuch, to name a few.
In an era where digital content is constant and traditions are often overshadowed by trends, The Masters stands as a rare example of how both can coexist. Augusta National has found a way to embrace the power of social media without compromising the prestige and heritage that have defined the tournament for nearly nine decades.
By remaining selective in its partnerships, intentional in its branding and innovative in its digital presence, The Masters continues to captivate longtime golf fans and a new generation of viewers alike. It’s a masterclass in marketing — proving that staying true to your roots doesn’t mean getting left behind.
