The golf world descends on Augusta this week for the 90th edition of the Masters Tournament, one of the sport’s most prestigious events. While defending champion Rory McIlroy remains the focal point on the course, several developments off it are shaping the narrative around this year’s tournament.
The most notable absence is Tiger Woods, who will miss his second consecutive Masters following a recent incident that led him to step away and focus on treatment. His absence leaves a significant gap, both competitively and in terms of global attention. Woods had also been expected to take part in events surrounding the opening of a new par-3 course he designed at Augusta Municipal Golf Course.
Ticketing dynamics have also shifted. Augusta National has continued to tighten its stance against the secondary resale market after a major crackdown in 2025. As a result, some prominent ticket platforms have opted not to list Masters tickets this year. Prices for tickets distributed through the official lottery system have seen modest increases.
On the media side, the tournament is entering a more digital era. Amazon Prime Video is debuting as a broadcaster, offering limited live coverage during the opening rounds. The move signals a broader evolution in how the Masters is distributed, complementing traditional broadcast partners. Meanwhile, changes in on-air talent and commentary have sparked discussion among fans and media observers.
Off the course, demand for Masters merchandise remains strong. The collectible “Masters Gnome†continues to generate significant interest, with reports of high prices emerging in secondary markets. Additionally, Augusta National is unveiling a new state-of-the-art player services facility, highlighting ongoing investment in infrastructure and player experience.
As the 2026 Masters gets underway, it reflects not only elite competition but also broader changes in media, commercial strategy, and fan engagement surrounding one of golf’s most iconic events.