The Masters Tournament Sparks a Surge in Local Golf Activity Across Austin

By Santiago Ortiz

Reporting Texas

As millions of fans tuned in to the 89th Masters Tournament this April, the excitement didn’t stay confined to Augusta National. For many, the event marks a huge return to the course

For University of Texas student Aidan Pro, the Masters was all the motivation he needed.

“After watching Rory win last week, I drove down to Houston and got my clubs from my house,” said Pro.

Many golfers like Pro are part of the yearly resurgence to local golf courses that happens after the Masters. This year’s Masters proved to be one of the most memorable in recent years, topped off by an emotional win from Rory McIlroy. 

“I played 27 holes on Friday, 18 on Saturday, and another 18 on Sunday,” said Ethan Averling, a local beginner golfer.

For many golfers whose clubs have been collecting dust, the Masters Tournament serves as a timely reminder to get back out and play.

“I’ve been golfing all year but watching the Masters made me want to golf every day.”

The Masters doesn’t just showcase elite golf—the inspiring environment reminds fans why they love the game in the first place.

“I mean, seeing Rory take the win—it’s inspiring,” said Averling. “And the whole atmosphere just makes you want to get into the game more.”

Industry experts say this post-Masters momentum is no coincidence.  For companies like Callaway Golf, the tournament has long marked a strategic turning point in the sport’s business cycle.

“The Masters is like the kickoff to the golf season,” said Randy Varela, former senior director of e-commerce at Callaway Golf.

Unlike most sports, the Masters marks the biggest event in golf and the most important time for companies to capitalize.

“Imagine if the Super Bowl was played at the beginning of the year,” said Varela. “From a sales standpoint, a lot of times it was our best time of year—so it was very important.”

That early-season spotlight forces brands to plan months in advance, aligning marketing strategies with the tournament’s massive reach.

“The hype for the Masters starts around Thanksgiving, Christmas you see ads on TV and hear people talking about it – In Q4 Q1 we’re talking about what are we doing for the Masters?” said Varela

Outside of the huge spotlight the tournament puts on the game of golf, it also reminds mature players that they are not professionals.

“When I play golf, I’m either having the best time in my life or the worst time in my life,” said Pro. “Sometimes I swing the club like Victor Hovland and other times I swing like Charles Barkley.”

For golfers like Pro, no matter how frustrating it is, the game is an escape from everyday life.

“It’s a game that you can play with your friends and keep it casual while still being super competitive and something I love to do to get my mind off things,” said Pro.

As Austin’s golf season ramps up, local courses and retailers alike are bracing for a busy spring and summer—all fueled by a spark from Augusta.