Each spring, The Masters signals the unofficial start of golf season and brings fans right back to the tee. For four days—seven if you add in practice rounds—fans follow every drive, chip and putt from Augusta National, building momentum that crescendos on Sunday afternoon with the Green Jacket presentation.
Few sporting events carry the same sense of ritual and recognition as The Masters. For businesses, that tradition creates a multi-day opportunity that keeps bar and restaurant patrons engaged, draws in pro shop customers and encourages golf club members to come back throughout the week, all of it helping keep your business in the green.
DIRECTV FOR BUSINESS® makes it easy to show The Masters and year-round PGA Tour programming, all within one unified viewing experience.
Ready to let DIRECTV FOR BUSINESS swing into action for your business? Check out our packages and put your business in position for a major season.
Why Showing The Masters Drives Business
The Masters is not just another golf tournament. It’s one of the most-watched annual events in sports. Here’s why it belongs on your screens:
A Sunday Surge That Delivers: The Masters consistently delivers massive audiences, with final rounds often averaging 12.7 million viewers, a 7-year high, with peak audiences approaching 20 million. Year after year, the Masters finale ranks among the most-watched broadcasts of the spring.
Consistent Five-Year Momentum: Viewership of The Masters has remained strong across multiple seasons, hovering mostly north of 10 million viewers since 2015, reinforcing the tournament as a dependable audience draw rather than a one-off spike.
Golf’s Growing Reach: Overall golf engagement has risen more than 40% over the past decade. In recent years, more than 130 million Americans have played, watched or followed the sport in some form.
An Affluent, Loyal Audience: Nearly three-quarters of golf fans fall into mid-to-high income brackets, and more than half of active golfers are under 50. That translates into patrons who linger, order and return for future tournaments.
Year-Round PGA Tour Energy: Weekend PGA Tour coverage has posted double-digit gains in recent seasons, building anticipation that peaks during the majors.
That combination makes The Masters a dependable spring driver for your bottom line.
What’s New in Golf and The Masters
The Masters continues to evolve while preserving the traditions that make Augusta annual appointment viewing.
A Broader Global Field: The tournament continues to lean into global appeal, with expanded qualification pathways to include champions from the Australian, Japanese, South African, Spanish, Hong Kong and Scottish Opens, bringing more international star power to Augusta.
Every Shot, Every Hole: Digital enhancements now allow fans to follow nearly every shot from every competitor in real time, increasing fan engagement across all four rounds.
Stronger Lead-In Events: The rise of high-profile PGA Tour events throughout the season has concentrated star power and created even more momentum heading into the majors.
This winning combo means more sustained attention before, during and after Masters week.
When Is The Masters?
The Masters is traditionally played each April at Augusta National Golf Club in Georgia, typically during the second full week of the month.
Programming spans much of the week, beginning with practice, the Par 3 Contest, plus plenty of play analysis and interviews. Next up, it’s early rounds on Thursday and Friday leading up to weekend coverage that builds toward Sunday’s long-awaited Green Jacket ceremony.
That four-day format creates multiple traffic windows, from early-round brunch crowds to Sunday evening’s final putt.
How to Watch The Masters on DIRECTV FOR BUSINESS
For DIRECTV FOR BUSINESS customers, showing The Masters and regular-season golf is anything but rough. And with multi-network coverage across early and weekend rounds, you can keep screens active from first tee to final putt.
The Masters is delivered through trusted national networks and streaming partners:
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Golf Channel (Channel 218): Available as a separate package for both satellite and streaming customers.
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ESPN and ESPN2 (Channels 206 and 209)
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USA Network (Channel 242)
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CBS and NBC: Check local listings for weekend coverage.
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Prime Video: For accessing early-round coverage.
Both satellite and streaming customers can easily access these networks directly through their integrated channel guides.
With access to more than 30 PGA Tour events annually, DIRECTV FOR BUSINESS keeps your venue ready for every major championship.
5 Ways to Make Your Business a Clubhouse for Golf Fans
Turning Masters week into a revenue opportunity doesn’t require a complete change of course. It just takes smart setup and a little creativity.
Host Tournament Watch Parties: Promote pre-tourney and early-round coverage, weekend pairings and Sunday’s Green Jacket ceremony in advance so customers know exactly where to settle in.
Build a Roster of Golf-Themed Specials: Curate limited-time menu items that match the moment. Think Par-Tee Platters, Bogie Hoagies, Birdie Wings or a 19th Hole Happy Hour. Be sure your bar staff is recipe-ready for golf-themed beverages like the John Daly, the N.A. Arnold Palmer and especially the Azalea (signature cocktail of The Masters). Moves like these help get customers into the spirit and ready for the next round.
Set Up a Championship Viewing Experience: Position high-quality screens so every drive, chip and putt is visible from every seat. With multi-network coverage through DIRECTV FOR BUSINESS, you can keep patrons tuned into the action all day long.
Promote Your Venue as the Go-To Golf Spot: Use social media, email and in-venue signage to remind customers you show The Masters and PGA Tour events throughout the season. Consistency builds loyalty.
Other Types of Businesses That Benefit From Showing The Masters
It’s not only sports bars and restaurants that can capitalize on Masters week.
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Golf Clubs and Pro Shops: Keep members engaged in your lounge while encouraging lesson bookings and equipment purchases.
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Driving Ranges and Simulators: Let players study the pros before stepping into the bay.
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Hotels and Resorts: Offer premium entertainment in lobbies, bars and on-site restaurants.
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Corporate Lounges: Create a relaxed environment for clients during one of golf’s biggest weekends.
When customers already associate your business with golf, showing The Masters simply reinforces that connection.
View The Masters and PGA Tour TV Schedule
The Masters anchors a packed spring golf calendar, followed by the PGA Championship, U.S. Open and The Open Championship later in the season.
Not sure who’s teeing off and when? For the most up-to-date golf TV schedule and tournament dates, check out the DIRECTV programming guide.
View the full schedule here.
Set Your Business Up for a Winning Round with DIRECTV
The Masters is just the beginning. DIRECTV FOR BUSINESS delivers year-round sports programming backed by 99% signal reliability, professional installation and responsive customer support.
From spring majors to summer tournaments, you can give customers a front-row seat to every drive, chip and putt.
Get DIRECTV FOR BUSINESS
No mulligans needed. From The Masters to the PGA Tour schedule, give your customers a season of championship golf with DIRECTV FOR BUSINESS, your one-stop pro shop for all things entertainment.
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