The contrarian outlook that makes the Masters so great

The first major of the golfing season takes place this weekend. It's a fixture on the global event calendar, the first real harbinger of a major sporting summer, and arguably the finest example of sports marketing strategy in action.

In this episode of the Leaders Worth Knowing podcast, James Emmett is joined by MSQ Sports + Entertainment founding partner Steve Martin to pinpoint why and how the Masters has become the north star for so many sports marketers.

From the look and feel to the sport itself, the TV product and packaging, the secrecy that permeates the membership and the comms policy, the phone ban and the pimento cheese sandwiches, the less-is-more approach and the surety to stick steadfastly to a singular strategic approach, the Augusta National is home to a Masters-class on how to run an iconic global event.