Mercedes-Benz has been a long-standing Champion Partner of the Masters Tournament, and 2026 was no exception. Since 2008, the company has proudly been involved with one of the world’s most prestigious sporting events. Their ongoing partnership reflects the shared values of excellence and legacy that both the Masters and Mercedes-Benz embody year-round.
What set 2026 apart, however, was the elevated level of experiences offered to customers and patrons. During this year’s tournament, Mercedes-Benz and the Masters collaborated to introduce opportunities specifically for Mercedes-Benz owners. These custom experiences went beyond traditional sponsorship. They created a deeper engagement and gave a more personalized connection to its customers.
Mercedes-Benz and Masters Offer Exclusive Experiences
For years, the Masters has provided the perfect stage for Mercedes-Benz to showcase its luxury vehicles to viewers. Throughout tournament week, the brand delivers seamless access across the grounds. It ensures players, officials, and VIP guests experience comfort and efficiency along the way.
In addition, certain customers from around the world received invitations to participate in meet-and-greet events. These events are held with two-time Masters champion and brand ambassador Bernhard Langer. These moments allow guests to connect with both golf and the brand in a meaningful and memorable way. They also allow patrons to experience Mercedes-Benz’s latest vehicles in a unique setting.
In 2026, Mercedes-Benz expanded its technology with exclusive in-car experiences. During Masters week, vehicles with the second-generation MBUX (Mercedes-Benz User Experience) or newer systems saw a special Masters interface. From April 6th to April 12th, drivers could access tournament-themed displays on their vehicle screens. The added touch brought the spirit of Augusta to the car, no matter where the driver might be.
Mercedes-Benz went even further, adding the 2026 Masters app to the experience. Also available through MBUX systems, but with the Entertainment Plus Package. This feature was compatible with models such as the GLC, C-Class, E-Class, and CLE. The app delivered live tournament coverage, real-time leaderboards, player statistics, and highlights. This allowed fans to stay fully connected to the action, whether they were on the road or parked at the course. The addition blended luxury technology with real-time sports coverage.
Ludvig Åberg as Global Brand Ambassador
Another key element of the partnership is the inclusion of rising golf star Ludvig Åberg as a Global Brand Ambassador. Since turning professional in 2023, Åberg has quickly made a name for himself. Having earned two victories on the PGA Tour, he has delivered standout performances at Augusta National. He finished runner-up at the Masters in 2024 and secured a seventh-place finish in 2025, showing both consistency and competitiveness on one of golf’s biggest stages.
The 26-year-old has had an impressive 2026 season so far with six top 25 finishes, and four top 10 finishes. With his talent and attitude, he remains a strong contender. Åberg is the ideal representative for Mercedes-Benz as the brand values ambition, performance, and the pursuit of excellence.
As the partnership evolves, Mercedes-Benz and the Masters both aim to deliver unforgettable experiences that celebrate innovation along with tradition, and who knows what 2027 will bring as their partnership continues to grow.
How Mercedes-Benz Elevated the Masters with Exclusive Experiences