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DraftKings teamed up with Sports Illustrated to host an exclusive event during Masters week in Augusta, giving their Dynasty Rewards members a premium night out with a live show from Dave Matthews.
The event, dubbed Augusta After Dark, took place during the prestigious tournament held at Augusta National Golf Club. Guests enjoyed upscale food, custom cocktails, and interactive experiences that matched the atmosphere of one of golf’s biggest weeks.
Dave Matthews took the stage to headline the evening. His performance added another level of energy to the gathering, which was designed to offer DraftKings’ most loyal users a unique reward experience.
Shawn Henley, Chief Customer Officer at DraftKings, highlighted the company’s focus on giving high-value customers memorable experiences. “Our goal at DraftKings is to create world-class experiences that resonate with our most loyal customers, and Augusta After Dark embodied that vision,” he said. “Working with Sports Illustrated allowed us to elevate the experience even further, and having an iconic performer like Dave Matthews ensured a night to remember at one of the most celebrated events in sports.”
Matt Goldstein, EVP of Entertainment & Special Projects for Authentic, the parent company of Sports Illustrated, noted the brand’s intent to make a mark at high-profile sports events. He said, “Much like the premium experiences that SI hosts in Club SI at COTA Austin, the Las Vegas and Miami Grand Prixs and the preeminent Big Game Weekend celebration at SI The Party, we aimed to plant our flag at one of golf’s biggest and most iconic tournaments. We were thrilled to once again partner with DraftKings and are certain that Augusta After Dark will be remembered as a highlight of the tournament.”
The Masters tournament itself is set to run from April 10 to 13. Round one has just been completed and has Justin Rose leading the pack at 7 under par. Top favorite, Scotty Scheffler is at 4 under, while another top favorite, Rory McIlroy, struggled at the last couple of holes and ended the round at even par.
Outside of Augusta, DraftKings recently ran a $50,000 free-to-enter bracket contest for NCAA Women’s March Madness, with prizes going to the top three entries.
The company also supports the Bama Works Fund, a charitable foundation created by Dave Matthews in 1999. The fund helps a variety of projects focused on equity, resilience, and environmental sustainability.