IBM announced on April 2 that it will host the first ‘Masters at Madison Square Park’ immersive viewing event during the Masters Tournament from Thursday, April 9 to Sunday, April 12. The event will take place in New York City and is open to fans who want to experience live tournament coverage and interactive golf activities.
The initiative offers an opportunity for golf enthusiasts in New York City to engage with the tournament through a replicated iconic hole using an AI-powered golf simulator. Fans can also watch live coverage of all four days of the Masters Tournament throughout the weekend. In addition, limited edition merchandise and specialty themed food and beverages will be available as part of this experience.
IBM is collaborating with Shake Shack for this event, offering three Masters-inspired menu items exclusively at the Madison Square Park location. These include a Clubhouse Pimento Cheese Sandwich, Clubhouse Egg Salad Sandwich, and a Peach 50/50 drink inspired by a peach Arnold Palmer.
For three decades, IBM has worked with the Masters Tournament to introduce new technology aimed at enhancing fan engagement. This year’s features include a new Masters Vault Search function and improved Hole Insights on digital platforms. Other AI-enabled offerings such as AI Highlights, Round in Three Minutes, My Group, and support for Apple Vision Pro continue to be available for fans.
The event schedule includes early morning starts for tournament coverage each day along with public access hours for the golf simulator beginning midday or earlier depending on the day. A preview session is also scheduled specifically for media representatives.
