By Alyssa Meyers
Publication Date: 2026-04-09 11:00:00
With the Masters Tournament starting today, many golf fans will have Georgia on their minds. Since not all of them will actually be able to experience Augusta National Golf Club in person, IBM is bringing some of the fun north.
The tech giant, which is celebrating 30 years as a partner of the Masters, is transporting a bit of the tournament to its backyard in New York City with its Masters at Madison Square Park activation. The experience kicks off today, in time for the Masters, and it includes a golf simulator, merch, food, and decor all meant to replicate the vibe at Augusta National.
The campaign represents something of a pivot for IBM’s sports marketing strategy: While it’s been in the business of sports for almost 40 years, its work has typically been more behind-the-scenes, focused on clients and tech that the general public may not see.
Now, under Kameryn Stanhouse, who joined IBM as VP of global sports and entertainment partnerships just under a year ago, the company is…
