Amazon’s Prime Video debuted its first-ever broadcast of the Masters on Thursday, starting with its “Inside Amen Corner” feed a little after 10am ET. But the real debut came at 1pm ET, when Prime went live with its full broadcast led by play-by-play voice Terry Gannon and a special guest in World Golf HOFer Jack Nicklaus. After an opening montage, the duo opened by speaking about Rory McIlroy‘s victory in 2025, with Nicklaus revealing that he and McIlroy had breakfast before last year’s tournament and went through how McIlroy was going to play the course “shot-for-shot” (“The Masters,” Prime Video, 4/9). As for the coverage of the golf, the broadcast looked almost identical to the CBS and ESPN broadcasts that normally run, with the CBS broadcast duo of Jim Nantz and Trevor Immelman stepping in to call shots at times and a host of regular Masters contributors like Frank Nobilo, Shane Bacon and others all part of the coverage (SBJ).
Prime Video is the fourth-ever media partner of the Masters, joining current partners CBS and ESPN and former partner USA Network (1982-2007). To “do business with Augusta National, Amazon has to play by the club’s rules.” A source noted “part of that agreement includes assurances from Amazon that coverage of the broadcast would maintain” the “pristine, traditional image” that the club is known for. The source also added that Amazon “won’t be injecting anything into the streaming broadcast to highlight its e-commerce business.” For Amazon’s part, it will “get data on how golf plays on the service.” And if its “streaming audience responds,” Prime Video “will likely be in the market for more golf” (CNBC.com, 4/9).
