Sporting events, including the venues that house them, were once designed mostly for the masses. Now they are increasingly being repackaged to deliver more and more luxury and exclusivity — an understandable attempt to maximize profit, but with an associated cost nonetheless.
Consider a couple of recent, seemingly unrelated, news items out of Augusta centering on the Georgia city’s famed golf tournament, the Masters.
Last week, Sports Business Journal detailed the 2026 “Official Masters Hospitality” program. It included offers of housing, transportation, catering and so on to the corporate and/or well-heeled. Consider the “Full Scale, Private Home Program,” which will run you a mere $219,600 for the week…