You would have to look long and hard to see branding at sponsorship at the US Masters and that’s just the way they like it.

The most subtle of logos on the US Masters website, absent from any mention in the US Masters newsletter, and barely discernible in the app, this is a partnership model that relies on discretion and ‘just knowing’ to work.

The three logos that you might see are those of IBM, AT&T and Mercedes-Benz.

IBM has poured millions into creating an all-new fan experience model with personalised groups, algorithm-based ‘best shots’ and data-driven statistical analysis of distances and more that will be golf lovers and data nerd’s dream come true.

The technology giant has been a partner of the tournament since 1996.

AT&T has been on board since 2005, and Mercedes since 2014.

All three use the extra control that the tournament has with its broadcast partner CBS to premier ads that other brands use the Superbowl for.

Last year’s from AT&T included one directed by Oscar-winner Kathryn Bigelow.

Watch out as well for sponsors looking to come in via partnerships with golfers. Sport for Business members Bank of Ireland and Immedis will be on the shirt of Shane Lowry as he tees up with Tiger Woods today. Bryson DeChambeau is expected to sport the logo of DraftKings, the Daily Fantasy game on his cap.

We’ll be monitoring some of the more interesting ones over the course of the next few days.

Each of the three main partners pays handsomely to be part of this exclusive club. The commercial terms of the deal are closely guarded but the context can be seen in the announcement yesterday that each of them would contribute $2.5 million to a new fund aimed at helping community organisations in the Augusta area.

The Masters will be televised in Ireland exclusively on Sky Sports where Paul McGinley will be one of the lead analysts from the studio in London.

In the US the final two rounds will be shown on CBS, just as they have been every year since 1956. The opening two days will be shown on ESPN.

Tradition is important in this rarefied world.

Sport for Business Partners