The Masters returns... ?
Alexandre Alloncle
Brand Operations & Strategy | International | Strong awareness of trends, visuals, and audience behavior in real time | Adobe, Figma, Midjourney…
Spring has arrived.
Birds start chirping amidst the blossoming trees and the sun rising in Augusta, Georgia, signaling the approach of Summer.
It's a unique week that already unveiled at the Augusta National Golf Club in Augusta, Georgia.
A week unlike any other.
A sporting event unlike any other
Starting this week, The Augusta Masters (commonly known as "The Masters") returns for its 88th edition.
In my humble opinion, one of the most prestigious tournaments worldwide, characterized by such meticulous attention to detail that it's nearly impossible to deny its legacy. Some even regard it as a World Heritage Site...
The Masters, which garnered 12 million viewers at its peak during the final round in 2023 (up 19% YoY, source), continues to stand on its historic foundations.
Why a tournament unlike any other?
1. Tradition, Tradition and Tradition.
There are numerous traditions at the Masters Tournament, celebrating the history of the event, the founders, participants and the champions of the Masters.
CHAMPIONS DINNER
The Masters Club, more informally called the Champions Dinner, is held in the Clubhouse every Tuesday night of Masters week with invitees including all Masters champions and the sitting Chairman of Augusta National and the Masters.
THE GREEN JACKET
You don't wear the Green Jacket, it wears you.
The Tournament concludes with the presentation of the Green Jacket to the new champion. A made-for-TV ceremony takes place in the basement of Butler Cabin and then a second presentation is held on the nearby Terrance Putting Green for on-site patrons and officials.
THE THEME
Hearing this lets you know the cold winter is gone and heavenly spring has come.
This year's Augusta Masters is distributed by ESPN and CBS.
2. An Indissociable Scenery
The Masters is truly unique.
An event steeped in tradition, defined by a set of principles that are exclusive to Augusta National.
When connoisseur think of Augusta, they think of great beauty.
You feel like you are in heaven. A place where time seems to take its time.
A week for the fan to sit back, relax and savior views they won't find at any other event.
MAGNOLIA LANE
The most famous drive at Augusta National doesn’t involve a golf club or ball.
The entrance to the club off Washington Road stretches 330 yards and is known for the dozens of large magnolia trees, which originated in the late 1850s.
Magnolia Lane was paved for the first time in 1947, but that doesn’t diminish the charm or thrill for golfers making the trip. Nor does it alleviate the pressure one is about to encounter.
Other than maybe Wimbledon, no major sporting event is so closely associated with the location where it is held as the Masters.
THE CLUBHOUSE
Be certain that it will appear on your television screens countless times during coverage of The Masters tournament.
Welcome to Augusta National clubhouse, built in 1854 to serve as the home of indigo plantation owner Dennis Redmond. The iconic three-story building is believed to be the first concrete house built in the American South.
Now, more than 150 years on, Augusta continues to respect this classic, albeit understated, image of a southern plantation house.
领英推荐
THE PRESS BUILDING
Where to begin? With the Gone With the Wind–style staircase that greets reporters as they enter the main atrium? With the leather chairs, brass nameplates and sliding-door lockers at every workstation, each of which looks out through panoramic windows onto the gleaming practice facility? With the mountain of data available at every reporter’s personal touchscreen, including clips of every shot hit by every player in every round? In the interview room, w
The Augusta National Media Center at the Masters has been called "the most teched-out media center in sports."
HOLE #12 GOLDEN BELL
One of the world's most famous golf holes.
This is Augusta National's shortest par three.
Club selection is often difficult, as varying winds can require anything from a six-iron to a nine-iron for Masters competitors.
The daunting presence of Rae's Creek and three strategically placed bunkers make it imperative that players land their shots on the putting surface. Golfers walk across the Ben Hogan Bridge to reach the green.
3. Precise Communications.
Probably one of my favorite topics from the Masters.
Communications at Augusta, in my opinion, is the most prestigious of all sporting events.
But also always on point.
You'll always see the right word in the right place.
The right picture, at the right time.
The respect for the course, the players, the patrons, and above all, the respect for the game, can be felt on The Masters' social media.
Some examples below...
Brand Communications of The Masters 2024 would require me to do a whole analysis as there is so much to say, maybe for after the tournament...
4. Quiet. Until It's Not.
The Masters is a reunion of the world’s best players.
Tiger Woods, Rory McIllroy, Bryson Dechambeau, Scottie Scheffler, Tony Finau...
“I believe everyone agrees there’s excitement in the air this week,” Masters Chairman Fred Ridley said Wednesday. “The best players in the world are together once again.”
While the course the rest of year is motly quiet, with only members and their guests allowed to play on the course, it's another story in April.
The Masters offered some iconic moment is the history of golf.
Tiger Woods' chip in in 2005. So iconic...
Phil Mickelson’s 6-iron from the pine straw on Augusta National's renowned 13th hole par-5 was the shot that defined his three-shot victory over Lee Westwood.
Bubba Watson's shot is considered one of the greatest shots in Masters history. Watson won his first green jacket in 2012 after hitting an incredible shot on the 10th hole of Augusta.
Woods' final putt to seal its fifth Augusta National Masters win.
Wishing you a great Masters and sharing with you my favorites for the win:
Tiger Woods
Matthieu Pavon (????)
Rory McIllroy