Pressing Issues

Augusta National is steeped in elitism, notoriously difficult to go to and nearly impossible to play at. Yet almost every springtime since 1934, the sporting world has turned its attention to The Masters, and tunes into watch the world’s best players compete for golf’s biggest prize.

For all its history, The Masters manages to strike the delicate balance between tradition and modernisation, between exclusivity and accessibility, and between preservation and innovation.

As a result of this, The Masters is viewed by both players and fans as the pinnacle. It is the tournament to win, the event to go to.

It is one of very few sporting events left which hasn’t had its heritage overrun by commercial interest or greed. Wimbledon and perhaps the Olympics are the only other events that come to mind.

This certainly plays a big role in its continued success, and is part of the fact that The Masters’ tradition is preserved in all the right ways. TV viewers can access broadcast coverage of the competition with minimal advertising breaks. For patrons, the ban on phones and cut-price concessions give the event an old-school, truly unique experience which is perceived as desirable rather than outdated.

Compare this to the PGA Tour, which has become overloaded with ads and riddled with food and drink prices unsubtly exploiting its fanbase. As author Barrie Houlihan puts it: “commercialisation and popularity have led to the erosion of their oppositional character” – essentially saying that sport can become too popular for its own good. The Masters are wary of this idea, and are keen to preserve what they have as a result.

But in a world of digitisation and constant evolution, tradition alone isn’t enough. The Masters have always been at the forefront of digital golf content. Back in 1996, they moved to setup their website, which was considered a sign of Augusta National’s favourable attitude towards technology.

In recent years, The Masters app has been flawlessly designed and allows fans to view AI-powered highlights and multi-angle livestreams. Equally, The Masters’ social media pages consist of high-quality, visually appealing content which adds to the prestige of the whole event.

With this digital content, there is also a huge emphasis placed on the history of the tournament. There is a clear pride, and a willingness to share the event’s illustrious history with as many people who may be interested in it.

Then there is the course itself. The hallowed turf which has decided the fate of some of the world’s best for almost a century. Remaining largely unchanged but for tweaks in distance and the occasional strategic redesigns in the name of keeping Augusta the challenge it has always been.

With this comes carefully considered, perfectly planned marketing which only adds to the occasion. In the weeks prior to Masters season, premium-feel content delving into Augusta’s history and the previous year starts to appear on our screens.

Lastly, The Masters make a point of not revealing the prize pot until the week of the tournament, which has two key benefits. By concealing the prize money, they ensure that media coverage of the event discusses history and the ‘magic’ of Augusta rather than the somewhat less dignified financial incentive the players have. In addition to this, the reveal of the prize pot right before the event serves as a reminder to fans of the tournament’s stakes.

In summary, tradition to The Masters is a feeling. The practice of constantly providing people the best possible sporting experience, and evolving year on year, era by era – while never forgetting its past.

For every green jacket or champions’ dinner, there is a modern equivalent. In doing this, Augusta walks the almost impossibly fine line between preserving its rich and prestigious history and offering the technology and innovation that keeps a modern viewer interested.