IBM to Host First-Ever “Masters at Madison Square Park” Immersive Experience in New York City
In addition to the tournament coverage and golf simulator, the event will offer limited edition merchandise and a specialty menu.
RMN Digital Events Desk
New Delhi | April 6, 2026
NEW YORK – IBM has announced it will host the first-of-its-kind “Masters at Madison Square Park” immersive viewing experience from April 9 through April 12, 2026. The four-day event brings the atmosphere of the Masters Tournament to Manhattan, offering fans an exclusive opportunity to watch live tournament action and engage with cutting-edge golf technology.
Located at the intersection of Fifth Avenue and Broadway at 23rd Street, adjacent to IBM’s flagship New York City office, the pop-up will feature an AI-powered golf simulator. This simulator allows fans to play a replicated iconic hole from the course and utilizes Hole Insights built with IBM’s watsonx.
In addition to the tournament coverage and golf simulator, the event will offer limited edition merchandise and a specialty menu. IBM is collaborating with Shake Shack to provide three iconic Masters-inspired items exclusively at the Madison Square Park location:
- Clubhouse Pimento Cheese Sandwich
- Clubhouse Egg Salad Sandwich
- Peach 50/50, a refreshing take on a peach Arnold Palmer
This year marks a 30-year partnership between the Masters Tournament and IBM. The collaboration continues to pioneer fan-facing technology, this year introducing a new Masters Vault Search feature and enhanced Hole Insights. These innovations complement existing AI-enabled features such as AI Highlights, My Group, and the Masters app on Apple Vision Pro.
Event Schedule:
- Thursday, April 9: 7:30 AM – 8:00 PM (Simulator opens at 12:00 PM)
- Friday, April 10: 8:30 AM – 8:00 PM (Simulator opens at 9:00 AM)
- Saturday, April 11: 9:00 AM – 7:30 PM (Coverage begins at 10:00 AM)
- Sunday, April 12: 10:00 AM – 7:30 PM
