Sky Sports Secures Long-Term Masters Coverage, Bolsters Golf Portfolio

AUGUSTA, GA – Sky Sports has reaffirmed its position as the premier home of golf in the UK and Ireland, securing a multi-year extension to its exclusive broadcast rights for the Masters Tournament. The renewal, announced today, guarantees continued comprehensive coverage of the prestigious event, building on a partnership that began in 2020 and was last refreshed in early 2022.

The deal comes on the heels of record-breaking viewership for Sky’s coverage of the 2025 Masters, where Rory McIlroy ended an 11-year major drought, claiming his fifth career major title and becoming the first European golfer to achieve a career Grand Slam. A peak audience of 1.85 million UK viewers tuned in to witness McIlroy’s historic victory at Augusta National Golf Club, marking Sky’s most-watched day in history. This surge in viewership underscores the enduring appeal of the Masters and the value of Sky’s exclusive coverage.

Expanding Coverage: Amen Corner and Featured Groups

Sky Sports isn’t simply maintaining the status quo; the broadcaster is significantly enhancing its Masters coverage. The new agreement will deliver nearly 20% more live action, including a dedicated, uninterrupted feed focused on the iconic “Amen Corner” – the 11th, 12th, and 13th holes renowned for their dramatic moments. Additionally, Sky will provide dedicated coverage of featured groups, allowing viewers to follow the progress of leading contenders throughout the tournament. This increased focus on key areas of the course and individual players aims to provide a more immersive and engaging viewing experience.

This commitment to expanded coverage reflects a broader trend in golf broadcasting, where networks are increasingly seeking to offer viewers more choice and control over their viewing experience. The ability to switch between Amen Corner, featured groups, and traditional broadcast coverage allows fans to tailor their viewing to their specific interests. According to Statista, golf viewership in the US has seen a steady increase in recent years, driven in part by innovations in broadcast technology and coverage.

Amazon Prime Video Joins the Masters Broadcast Family

While Sky remains the exclusive broadcast partner in the UK and Ireland, the Masters is expanding its reach through a new partnership with Amazon Prime Video. The streaming service will stream two additional hours of first- and second-round coverage on Thursday and Friday, complementing the long-standing broadcasts from CBS Sports and ESPN. This move signals a growing recognition of the importance of streaming platforms in reaching a wider audience, particularly younger demographics.

The addition of Amazon Prime Video is part of a larger trend of sports rights being fragmented across multiple platforms. While traditional broadcasters like Sky Sports remain key players, streaming services are increasingly vying for a share of the sports broadcasting market. This competition is ultimately beneficial for fans, who have more options than ever before for watching their favorite events. The Augusta National Golf Club is strategically leveraging this evolving landscape to maximize exposure and engagement.

Sky’s Continued Investment in Golf

The Masters renewal is just the latest example of Sky Sports’ significant investment in golf. Earlier this month, the broadcaster extended its partnership with the Ladies European Tour (LET) for another five years, securing exclusive coverage of all LET tournaments through 2030, including the Solheim Cup. Sky already holds the rights to all four men’s major championships, all five women’s majors, the PGA Tour, and the DP World Tour, solidifying its position as the undisputed home of golf for UK and Irish viewers.

“We’re delighted to extend our long-standing partnership with the Masters tournament and Augusta National Golf Club, further cementing Sky Sports as the home of golf in the UK and Ireland,” said Jonathan Licht, Sky’s chief sports officer. This sentiment underscores Sky’s commitment to providing comprehensive golf coverage and delivering a premium viewing experience for its subscribers. The network’s continued investment in the sport is a testament to its enduring popularity and its importance to Sky’s overall sports portfolio.

The Masters Tournament, with its rich history and tradition, remains a cornerstone of the global golf calendar. The tournament’s impact extends beyond the sport itself, generating significant economic activity for the city of Augusta and attracting a global audience of millions. As the 2026 tournament approaches (April 6-12), Sky Sports is well-positioned to continue delivering unparalleled coverage of this iconic event.