By Walt Maciborski
Publication Date: 2026-04-11 04:19:00
AUSTIN, Texas — The Masters is a tournament like no other. And the technology behind it is just as impressive.
For nearly three decades, IBM has helped bring The Masters to fans around the world. The company built Masters.com in 1996 and launched the tournament’s first app in 2009.
Today, artificial intelligence is taking that experience to a whole new level, changing how fans watch, understand, and interact with every single shot.
Turning Data Into a Fan Experience
At its core, this is about solving a massive data challenge.
“Essentially what we’re doing is solving a data problem,” said Elizabeth O’Brien, IBM’s Program Director of Global Sports and Entertainment Sponsorship Marketing. “There is so much data from this course and such a robust set of insights we can bring to fans.”
That data is now powering one of the most talked-about new features: The Masters Vault.
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