The 2025 Masters Tournament has confirmed its place as one of the most commercially powerful events in global sport. According to new data from GlobalData, this year’s tournament generated a staggering $60.45 million in sponsorship revenue. With the addition of Bank of America as a Champion partner, the Masters continues to attract high-value corporate backing without diluting its exclusivity.
The final round, held on Sunday 13 April, was the most-watched since 2018 on CBS. Broadcast numbers reflected the growing appeal of the Masters in a crowded global sports calendar. Rory McIlroy’s long-awaited Green Jacket win only added to the drama, creating a high-stakes finish that lived up to the tournament’s prestige.
Bank of America joins exclusive sponsor list
The 2025 edition of the Masters featured seven sponsors, with Bank of America stepping in as the only new addition. Valued at an estimated $9.5 million annually, the new deal makes Bank of America a Champion partner for the tournament. This marks a rare change in a sponsorship line-up known for consistency.
GlobalData’s Sport Analyst Olivia Snooks highlighted this approach as strategic. “The Masters generally maintains long-term commitments with its sponsors,” she said. “IBM, for example, has had a relationship with the event for over 25 years.”
This sponsor loyalty reinforces the sense of tradition and stability that underpins the tournament. Few events in sport blend heritage with commercial strength as seamlessly as Augusta National.
Record prize fund as McIlroy ends Green Jacket drought
The 2025 Masters offered a total prize purse of $21 million, the largest in the tournament’s 89-year history. Rory McIlroy walked away with the top prize of $4.2 million, a $600,000 increase on 2024’s winner’s payout. The remaining top 50 finishers earned between $52,920 and $4.2 million, with additional cash distributed to all professional players making the cut.
For McIlroy, it was a career-defining moment. The Green Jacket had eluded him for years, making this victory all the sweeter. While the prize money was substantial, the symbolism of the jacket added a layer of prestige that no cheque can match.
Snooks echoed that sentiment in GlobalData’s report. “Despite the substantial prize fund, the Green Jacket embodies a considerable portion of the event’s prestige,” she said. “It also secures automatic invitations to other majors, making it a powerful motivator beyond just financial reward.”
Viewership peaks and merchandise surges
The final round of the 2025 Masters was a television hit, drawing the largest Sunday audience since 2018. Strong player narratives and the presence of fan favourites helped boost viewership. Augusta’s ability to maintain mystique and momentum continues to set it apart from other majors.
Beyond the broadcast, the Masters has once again proved its commercial strength through merchandise. Estimates suggest over $70 million in official goods were sold on-site during tournament week. That translates to around $10 million a day, all without any online sales.
This on-site-only strategy is part of Augusta’s mystique. Snooks noted the psychology behind it. “This approach fuels the exclusivity and allure of the Masters brand. It highlights how scarcity drives consumer demand and increases economic impact.”
A brand expert’s view
As a brand and marketing strategist I believe this win has transformed McIlroy’s global value. This is more than a trophy and a cheque. When Elton John is getting in touch to congratulate you, you know you are winning in life.
I also the moment as a brand-defining high for the PGA. The LIV Golf and PGA merger appears to have stalled due to valuation disagreements. A tournament like this, with these numbers, only strengthens the PGA’s position at the negotiating table.
Golf’s crossover into the mainstream has been helped by unexpected characters. We have players like Bryson DeChambeau chipping balls over his own house and filming rounds with Trump. That kind of content is shifting how the sport is perceived globally.
A tournament that balances legacy and growth
The Masters continues to balance tradition with growth better than any other golf event. From stable long-term sponsorships to blockbuster merchandise performance, the tournament is built on scarcity, prestige and global reach. The new Castore golf range might be the talk of the fairways, but the Green Jacket remains the sport’s ultimate symbol of success.
With McIlroy’s win, Bank of America’s new partnership and record-breaking figures across the board, the 2025 Masters has set a high benchmark for tournaments to follow. As the golf world looks ahead, Augusta’s model remains the one to study and the one to beat.
