Business
How WME Sports uses Masters Tournament week to drive golf brand deals
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The week every golf fan looks forward to is upon us, as the Masters Tournament begins at the iconic Augusta National Golf Club with practice rounds beginning on Monday.
It’s not only the first major tournament of the PGA Tour schedule every year, but from a business perspective, the Masters acts as a massive hub for new deals, networking and much more for the golf industry.
In short, think of the Masters as the Super Bowl of golf.
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The main leaderboard is seen following the final round of the Augusta National Women’s Amateur at Augusta National Golf Club, Saturday, April 4, 2026. (Kieran Cleeves/Augusta National / Getty Images)
But the traditional business behind golf, especially the marketing side of the industry, has completely changed the sport. It requires a new playbook, as the nine-figure tour and player sponsorships just to get visibility on brands has become a thing of the past.
WME Sports, which represents some of the best athletes, coaches, broadcasters, executives and more across all sports, has been leading the charge on that altered playbook, and this week is critical in doing so with golf above all else in the industry.
WME Sports golf agents Sean Guerrero and Jordan Lewites gave an inside look at Masters week within the industry during an interview with FOX Business, where they shared insight and their own excitement for what this week means for them and their clients.
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“Masters week within the golf industry is interesting,” Guerrero, who has been in the golf business for well over a decade, explained. “Obviously, it’s the most magical week of the year, and all of us getting into the golf industry have had so many different memories along our journey. As you enter the golf industry, you find it’s a unique opportunity where all of the decision makers are in one concentrated area, and everybody’s obsessed with golf. They want to grow how they show up in the sport in new, creative ways.
“While in the industry, we’re excited for the glitz and glam of the Masters, we’re also excited that we all get to gather together to meet, catch up, and really network across the industry to provide new ways, at least from our perspective, to create how these companies show up in the sport we love.”
Lewites, who works with PGA Tour star Jordan Spieth, golf influencer Paige Spiranac and many more, echoed Guerrero’s sentiment, as he believes the Masters allows access to every sector of the industry.
“We’re so lucky in the golf industry, especially us that work around the PGA Tour and LPGA Tour and any professional golf tours, there’s one event per week that is the focus. Specifically, there’s four weeks a year – I’ll even throw The Players in there. There’s five times a year where it becomes an industry conference for us,” he said. “… We can see everyone from the brand side, the media side, the talent side, and the event side of the business. The governing bodies, everybody’s there. And the Masters is our kick-off to start having latter half of ’26 and ’27 discussions for new deal flow, pipeline and see what folks have planned. It’s everybody’s big launch. Domestically, half the country is going to start playing golf for weather changing. So, it’s the biggest week for the golf industry and kinda kicks off the year.”

Jordan Spieth walks on the 17th green during the second round of the Masters Tournament at Augusta National Golf Club on April 11, 2025, in Augusta, Georgia. (Ben Jared/PGA TOUR / Getty Images)
The Masters is built on tradition, and it’s why so many, from the casual fan to the golf superfan, tune in to watch every April. But golf has seen a tremendous shift in how brands can get involved in the sport, and agents like Guerrero and Lewites are helping those brands make an impact they didn’t think was possible in the past.
While meetings “under the tree” by the clubhouse still occur, as Lewites mentioned considering the technology ban at Augusta National, brand activations, dinners, conferences and much more occur in town all week long. Whether it’s stepping into a brand’s hospitality house to check out new gear and interact with their visionaries, or meeting PGA Tour legends during a dinner after watching some golf, or even playing at courses around the area, this is where agencies like WME Sports thrive in building connections and bridging gaps for their clients to enter the golf space.
“I think it’s like 500-plus corporate houses that we have through (WME’s sister company) On Location, and a lot of our golf consulting clients use On Location as well for their corporate housing meetings. Whereas we used to do it ourselves, we have an amazing sister company to do that with. It’s become very structured and very detailed-oriented,” Lewites detailed.
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“There are hosted dinners every single night that we are providing talent to on most cases. Cameron McCormick, Jordan’s coach, Sean Foley is booked every single night at the Masters, doing speaking engagements sometimes as intimate as six people.
“We’re seeing a lot of inbound finally across the board from companies that realize the Masters is truly the ultimate hospitality opportunity.”
A prime example of the type of opportunities WME Sports is creating for their clients is what Guerrero did with a great Masters tradition – John Daly’s “home” for the week.

A detailed view of a pin flag on the ninth green during a practice round prior to the 2025 Masters Tournament at Augusta National Golf Club on April 7, 2025, in Augusta, Georgia. (Harry How/Getty Images / Getty Images)
While he hasn’t played in the Masters in years, Daly, a fan-favorite in the golf world, would stay in an RV, specifically at a Hooters restaurant in town, where he would interact with fans with autograph signings and picture taking. But his usual set-up was scrapped, as that Hooters location was torn down before this year’s tournament.
Enter Guerrero, who helped Daly’s team get connected with Topgolf, the high-tech driving range and lounge company, who wanted some more eyes and attention on their Augusta location.
“They re-homed him on Thursday and Friday out there. Keeping that tradition alive,” Guerrero said. “We can be a resource for these brands in so many different ways.”
Guerrero called “Creative and change” the optimal words to describe what is happening in the golf space today. Whether it’s data and technology companies like CapTech helping the governing bodies in golf with their statistics and analytics, or smaller, cult-favorite brands like Swag Golf find that corporate avenue, WME Sports uses events like the Masters to get the ball rolling, or keep it rolling, in the right direction to make impacts they might not have thought possible.
In fact, Swag Golf created a partnership with Bryson DeChambeau, the two-time U.S. Open champion who has also embraced the creator space in golf, which is something WME Sports has helped pioneer, especially with its work alongside Good Good Golf.
“We started working with Swag when they were doing a couple million bucks in revenue,” Lewites said. “We knew they were on pace to do $50 million in shared revenue, and we’d help build their entire licensing program, so all of their head covers that you see that are everything from WWE, MLB, NBA, NFL – they have partnerships with all of them. They have an amazing partnership with DICK’S. They’re in every DICK’s and Golf Galaxy location with their hometown collection, and their collegiate licensing program we put together for them. Again, here’s a small golf company now that showed how brands can activate and how that’s changed.”

A general view of the 11th hole green during the third round of the Augusta National Women’s Amateur at Augusta National Golf Club on April 4, 2026, in Augusta, Georgia. (Hector Vivas/Getty Images / Getty Images)
Guerrero added: “Golf is unlike any other sport. If you’re a fan of golf, you play it and you consume it’s products. I’m a big baseball guy, I’m a big football guy. I’m not playing baseball on the weekends. It’s such a unique lifestyle sport, where if you’re a fan of it, you consume it’s products and you have a consumer for life. Yeah, you can start at three and play until 93.
“So, all of these brands on the outside of golf wanting to join the industry and see the value of it – I truly root for everybody across the space. Whether we work with them or not, we all grow together.”
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Golf truly is a lifestyle compared to other sports. Not only do golfers play the game throughout the year, they’re also consuming the products they see their favorite athletes using each day on the course.
The Masters also accentuates that point, which is why WME Sports and the rest of the industry is excited to get down to Augusta and continue its impact on this ever-evolving game at one of its signature events.
“Everybody’s thinking about golf, and after the Masters hits, everybody’s got the bug,” Guerrero said. “A lot of these companies place a premium on either showing up at or around the Masters, or launching products or new services or new whatever it is along that same timeline.”
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Unidentified, sophisticated drones flying over a handful of U.S. military bases could be a warning sign from China, Gordon Chang warned Monday, suggesting Beijing could target the American homeland if the U.S. becomes more involved in its conflict with Iran.
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SYDNEY — With the grand finale of Australian Idol 2026 just days away, 18-year-old powerhouse vocalist Harlan Goode from Brisbane has surged as the clear favorite among fans and commentators to claim the season 11 title on Channel Seven.
The competition, which premiered Feb. 2 on Seven and 7plus, reaches its climax with live performances from the remaining top six contestants expected around April 13-14 at the Coliseum in Rooty Hill. Hosted by Ricki-Lee Coulter and Scott Tweedie, the season has featured judges Kyle Sandilands, Marcia Hines and Amy Shark delivering their signature mix of tough love and encouragement.

Goode, often praised for his mature tone, emotional depth and stage presence that evokes comparisons to Adam Lambert without imitation, has consistently wowed audiences and the panel with powerhouse ballads. Fan comments on the official Australian Idol Facebook page repeatedly declare him the “full package” and “superstar material,” with many predicting he will take the crown. “Harlan has to win based on talent,” one viewer posted, while others noted his youth gives him “his whole life ahead” to build a career.
The top six, announced in late March, include Goode alongside strong contenders Jacinta Guirguis, Kalani Artis, and others who have survived intense public voting rounds. Earlier, the top 12 featured diverse talents such as soul singer Charlie Moon from Perth, Kesha Oayda, Simela Petridis, Trè Samuels and more. Multiple eliminations narrowed the field through March, with public votes deciding most fates after the live shows began.
Kalani Artis has drawn significant attention for his smooth, distinctive style. YouTube comments on his “Don’t Dream It’s Over” performance during Aussie Week called him a potential “Australian Idol 2026” with a sound blending Harry Styles and Calum Scott. Some fans argue he “does not miss a key” and possesses his own identity. Jacinta Guirguis also features prominently in fan predictions for a top-three finish.
Season 11 has emphasized artist development more than past iterations, according to executive producer Joel McCormack. The show aims to launch sustainable careers rather than one-hit wonders, building on recent winners like Dylan Wright, who earned chart success and awards after his 2024 victory. The 2025 champion, Marshall Hamburger, a 19-year-old Queenslander, walked away with $100,000 and a recording deal; early signs suggest 2026’s winner could follow a similar path with strong original material potential.
Public voting has been fierce. After the top 12 performances, eliminations shook up expectations, sending some early standouts home despite strong judge feedback. By the top 10 and top 8 stages, viewer support proved decisive. Contestants like Simela Petridis advanced with judge saves or strong audience backing, highlighting the mix of vocal talent and fan engagement that defines Idol.
Judges have played a pivotal role. Sandilands, known for his blunt assessments, Hines with her legendary insight as a former Idol mentor figure, and Shark bringing contemporary pop credibility, have guided the field. Guest appearances added star power, but the core trio’s chemistry has kept the show engaging through auditions, knockouts and transformation week makeovers.
Goode’s journey began with a standout audition that earned him a fast pass into the top 12 in some reports, though details vary across coverage. His ability to deliver emotional, technically sound performances week after week has built a dedicated following. Fans on social media and fan groups frequently list him, Jacinta and Kalani as the likely top three, with debates centering on who commands the most votes in the final stretch.
The prize remains substantial: $100,000 cash plus a recording contract, offering the winner immediate industry access. Past contestants have leveraged the platform for tours, ARIA nominations and sustained careers. Producers stress this season’s focus on preparing artists for the road, with several top 12 members already demonstrating touring readiness in judge feedback.
As the finale nears, speculation fills social platforms. Some viewers predict an upset if a dark horse like Tre Samuels or a returning bottom-two survivor gains momentum. Others insist Goode’s consistent excellence makes him unstoppable. Betting sites have not yet posted formal odds for the 2026 finale, but informal fan sentiment heavily favors the young Brisbane singer.
The live grand finale will see the top contestants deliver signature hits and possibly original material before Australia votes one last time. Tickets were reportedly available for the April 13-14 shows, promising a high-energy night with studio audience and celebrity guests.
Australian Idol’s return to Seven has maintained strong viewership, capitalizing on nostalgia while introducing fresh voices. The 2026 season follows the 2025 win by Marshall Hamburger, whose post-show momentum included new singles and touring. Whomever claims victory this year steps into a franchise with proven star-making power — from Guy Sebastian’s enduring success to more recent alumni carving independent paths.
For now, all eyes remain on Harlan Goode. His vocal range, emotional connection and undeniable star quality have positioned him as the contestant to beat. Yet Idol history shows that public voting can deliver surprises, especially when multiple strong vocalists remain.
Jacinta Guirguis brings a compelling story and vocal fire that resonates with many. Kalani Artis offers a modern, genre-blending appeal that could capture younger voters. The final performances will likely decide whether Goode’s frontrunner status holds or if another talent rises in the decisive vote.
As the clock ticks toward the April finale, excitement builds across Australia. Fans are urged to vote via the official 7plus app or SMS when lines open. The winner will not only take home the title but launch what producers hope becomes a lasting music career.
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Guthrie, mother of NBC’s “Today” show co-anchor Savannah Guthrie, was last seen Jan. 31 when family members dropped her off at her Catalina Foothills residence after a games night. She was reported missing the next day, Feb. 1. Pima County Sheriff Chris Nanos quickly declared she had been taken against her will, citing evidence at the scene including drops of her blood on the porch and signs of forced removal. “She couldn’t walk 50 yards by herself,” Nanos told reporters, emphasizing that voluntary departure was not believed.
Surveillance footage released by the FBI shows a masked suspect in dark clothing, gloves and a backpack approaching Guthrie’s front door in the early morning hours of Feb. 1. The individual is seen tampering with her doorbell camera — propping it open with vegetation before disconnecting it — while holding a flashlight in his mouth, potentially leaving behind biological evidence from saliva. A similar masked figure was captured on Nest cam footage three weeks earlier, on Jan. 11, raising questions about prior surveillance of the home.
The case stands out for its rarity. FBI data from recent years shows that while women make up over 75% of reported kidnapping or abduction victims, those in their 80s account for less than 0.2% of cases. Experts have described the abduction of an elderly woman requiring daily medication as “unheard of” in its specifics, especially given the apparent amateurish elements mixed with targeted planning.
Ransom demands surfaced early. Media outlets, including local stations and TMZ, reportedly received notes demanding millions — initially $4 million, later raised to $6 million — with Bitcoin payment instructions and deadlines. One note referenced a specific time aligning with the camera disconnection. Savannah Guthrie publicly appealed to the kidnappers, posting videos asking for proof her mother was alive and stating the family was ready to negotiate. No confirmed communication has been reported since the deadlines passed, deepening family anguish.
Savannah Guthrie, who has stepped back from her “Today” duties, has shared emotional updates. She described hearing what she believed was a divine message about her mother’s fate and revealed her young daughter Vale asked heartbreaking questions about Grandma Nancy. The family offered a $1 million reward for tips leading to Nancy’s safe return, acknowledging the grim possibility she may no longer be alive. “Whether she’s on this Earth still or whether she’s in Heaven, I know where she is,” Savannah said in one appearance.
Investigators recovered DNA evidence, including from gloves found near the home that matched the suspect’s apparent attire, though early CODIS hits proved unrelated — one belonging to a restaurant worker. Other potential leads, including a detained man and his mother questioned in a SWAT raid, were released without charges. A vehicle and additional residences near the Guthrie home were searched, yielding no immediate breakthroughs.
Sheriff Nanos has stated investigators believe they know the motive and that the home was specifically targeted, though he stopped short of full certainty. Former FBI agents and analysts have speculated on possibilities ranging from a ransom plot gone wrong to revenge or a link to cryptocurrency schemes seen in other Arizona home invasions around the same period. Nanos warned the suspect “could absolutely” strike again, urging residents to remain vigilant.
Criticism of the investigation has mounted. Reports suggest initial responders may have considered a “wandering off” scenario before shifting to abduction, and one lead detective reportedly lacked prior homicide experience. A recall effort against the sheriff has gained traction amid frustration over the lack of arrests more than 60 days later. The FBI has provided additional resources, releasing updated suspect descriptions and enhancing the reward.
Nancy Guthrie, née Long, lived a relatively private life despite her daughter’s fame. A religious woman and mother of three, she had ties to Australia where Savannah was born in Melbourne. The family has cooperated fully, with Savannah’s siblings also involved in appeals. No family members or their spouses are considered suspects, according to authorities.
The case has spotlighted the broader issue of missing persons in Tucson, where dozens of other cases remain open. Experts note the emotional toll on families facing prolonged uncertainty, especially when the victim is elderly and dependent on medication. Guthrie’s health needs have heightened fears for her safety as weeks turn into months.
Online speculation has run rampant, leading to unwarranted accusations against innocent locals and one family reporting they felt “scared numb” after amateur sleuths targeted their street. Law enforcement has urged the public to avoid spreading unverified theories and to submit tips through official channels.
As the search continues, air and ground efforts, neighborhood canvassing and analysis of thousands of tips have yielded limited progress. The suspect’s backpack — described as an “Ozark Trail Hiker Pack” — and low-quality holster have been highlighted as potential identifiers, with some analysts pointing to the amateur nature of the crime, including the counterproductive camera tampering that actually preserved footage.
Pima County authorities, alongside federal partners, continue to treat the matter as an active kidnapping investigation. No arrests have been made, and Nancy Guthrie’s whereabouts remain unknown. Her family maintains hope while preparing for all possibilities.
The unusual details — an elderly victim, celebrity connection, ransom notes, prior surveillance and sparse forensics — have made the Nancy Guthrie case one of the most discussed disappearances in recent memory. It serves as a stark reminder of vulnerabilities even in seemingly safe suburban homes.
Tips can be submitted to the Pima County Sheriff’s Department or the FBI. As authorities press forward with enhanced rewards and public appeals, the central question lingers: Who took Nancy Guthrie, and why?
With no resolution in sight entering April, the investigation remains fluid. Savannah Guthrie and her family continue pleading for information, while experts caution that time is critical given the victim’s age and medical needs.
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