Case Study: The Masters achieves world-class digital fan experiences with IBM Consulting

Driving fan engagement to new heights

Masters needed to deliver an exceptional digital experience for millions of golf fans who follow the Tournament remotely, while managing huge volumes of data and constantly improving the app and website. IBM Consulting partnered with Masters to design, develop, and deliver the Masters digital experience, using IBM technologies to turn tournament data into richer fan engagement.

IBM implemented an open hybrid cloud platform with Red Hat OpenShift and IBM watsonx.data, plus automation and observability tools like IBM Instana and IBM Apptio. This enabled AI-powered features such as My Group, Round in 3 Minutes, Hole Insights, and natural-language search for the Masters Vault, helping process more than 20,000 shots per year and 200,000+ historical shots across the last decade. The result was faster insights, reduced manual effort, improved productivity for the Masters digital team, and a more immersive fan experience.

Masters