How The Masters Helps Drive Mercedes-Benz’s Golf Partnerships

The Masters Tournament is significant in many ways. Not only is it the first major in men’s professional golf each year, but the annual April event at Augusta National serves as the unofficial start to the golf season.

Steeped in tradition and prestige with typically high TV ratings and social media engagement, everyone wants a piece of the Masters, including Rory McIlroy, who spent over a decade trying to don the green jacket and complete his career Grand Slam, which he finally accomplished earlier this month.

But getting involved is easier said than done as the Masters Tournament and Augusta National Golf Club are very protective of and strategic with their brand, IP and who they work with. The tournament only has four Champion Partners—Mercedes-Benz, AT&T, IBM and Bank of America (new for 2025)—and three Tournament Partners—Delta Air Lines, Rolex and UPS.

Only merchandise sold on-site is considered officially licensed Masters apparel and gear as endemic and non-endemic brands alike try to capitalize on the tournament’s popularity every spring. Can you blame them?

The tournament’s final round on Sunday, April 13 was the most-watched golf telecast on any U.S. network in seven years, averaging 12.707 million viewers with a peak of 19.543 million from 7-7:15 p.m. ET, according to CBS Sports.

For Mercedes-Benz, which has been a Champion Partner since 2008, the Masters Tournament and Augusta National serve as ideal opportunities to spread their messaging, technology and products to coveted audiences and consumers.

“Being a sponsor of the Masters for so long is remarkable,” said Mercedes-Benz USA CEO Dimitris Psillakis, who will transition into a Strategic Senior Advisor role starting July 1. “It’s more than just a sponsorship—it’s a partnership.”

Not only do Masters patrons see fleets of Mercedes-Benz automobiles and vans coming and going to and from Augusta National during tournament week, but the German automaker continues to increase its investment in and around the highly coveted event.

Ahead of the 2025 Masters, Mercedes-Benz unveiled an in-vehicle Masters app integration, enabling the ability to watch the tournament live via the car’s MBUX screen.

The brand also signed 25-year-old Swede Ludvig Åberg as a global brand ambassador, while it celebrated long-time ambassador and two-time Masters champion Bernhard Langer with a personalized S-Class prior to his 41st and final start at Augusta National.

Mercedes-Benz is also one of five presenting partners of the Augusta National Women’s Amateur, taking place the week before the Masters.

“The brands align perfectly,” Psillakis said. “From the moment you step onto the grounds, you’re struck by the organization, the style and the prestige. It’s an event people aspire to be part of.

“It’s a perfect fit for both Mercedes-Benz and the Masters.”

While the Masters and Augusta National serve as the preeminent opportunity for Mercedes-Benz to reach targeted audiences, the luxury auto manufacturer doesn’t stop there. Mercedes has been activating in golf for more than 30 years at the professional and amateur levels.

Mercedes-Benz has been a Patron of The Open since 2011, as well as organizers of the MercedesTrophy, a worldwide amateur golf series for Mercedes-Benz owners, for more than three decades.

To help spread awareness of the brand’s messaging, Mercedes has enlisted the help of Langer and Åberg in golf, on top of other athlete and celebrity ambassadors including 20-time Grand Slam tennis champion Roger Federer, who has gotten into golf since retiring in 2022.

“It looks just like the pictures, so I’m very happy to be walking around and enjoying the beautiful nature and landscaping,” Federer said of his first on-site Masters experience. “It’s so peaceful here, and I love the gardens. The weather’s been great too—no storms or anything, which is a real treat.

“I’ve recently gotten into golf, so I appreciate being here much more than I would have a few years ago. It’s great to see the players compete, meet some of them, and just take it all in.”