After attending the Masters Tournament in Augusta, Georgia, this weekend, a few things are clear to me: $1.50 sandwiches are an incredible novelty at a major sporting event, old-school traditions still have a place in 2026, and golf is as popular as ever. Last year, over 48 million Americans hit a golf ball—a 41 percent increase over the past six years—and television viewership is rising, too, with events like the Masters drawing record audiences. On the ground at the Masters, widely known as golf’s most prestigious stage, the excitement to attend is palpable, with guests of all ages sporting their best white-and-green ensembles to follow top players around the course at Augusta National Golf Club.
Attending the Masters is a wish-list experience for fans of the sport. Steeped in tradition, the tournament enforces a strict set of rules that add to its mystique: no running, no cameras, and absolutely no cell phones. It’s a policy that feels almost unnatural in this day and age, but it creates a friendly atmosphere where everyone talks to each other, and no one blocks your view trying to take a photo of their favorite golfer.
Analog scorekeeping, along with $1.50 pimento cheese and egg salad sandwiches, add to the tournament’s timeless charm. Still, despite its old-school approach on-site, the social media frenzy surrounding the event continues to grow as golf attracts new fans. Scrolling TikTok, you’ll find spectators showing off their Masters outfits or unpacking hauls of branded merchandise (often acquired after waiting in hour-plus lines in the morning for a chance to buy limited-edition items like the coveted gnome).
Brands are capitalizing on the golf boom, too. Just ahead of the Masters, Uber launched Uber Golf, a new service designed to streamline trips to and from the golf course—with both players and clubs in tow. Part of Uber Reserve, it allows you to book your trip up to 90 days in advance. An UberX reserved through Uber Golf fits up to two guests with two sets of clubs, while UberXLs fit up to four guests with four sets of clubs. Plus, Uber One members can score 20 percent off gameplay at Topgolf, making it easier to practice their swing on and off the course.
Private aviation companies are all in on golf as well. Firms like Wheels Up, NetJets, and Vista Global host events during Masters week, when thousands of private jets descend on Augusta. NetJets is even building a dedicated terminal in the city to meet the demand for private flights—a long-term investment that underscores the sport’s ongoing resurgence.
Read the full article here