Payne announces new initiatives to promote Masters, golf

Beginning in 2008, young golf fans will be able to attend the Masters for free, and golf fans everywhere will for the first time see the entertaining Par 3 Contest on television, thanks to two new initiatives announced by Augusta National Chairman Billy Payne.

AUGUSTA, Ga. -- Billy Payne, chairman of the Masters Tournament and Augusta National Golf Club, announced Thursday the first two initiatives of a multi-year, multifaceted program to utilize the Masters brand and resources to promote the game of golf around the world.

The first initiative employs one of sports' most coveted items, a ticket to the Masters. Beginning with the 2008 Masters, a youngster aged 8-16 will be admitted free on tournament days (Thursday through Sunday) when accompanied by an accredited patron. An accredited patron is someone attending the Masters who is the individual named on a Series badge application.

"We want to inspire the next generation of golfers now," Payne said. "We're serious about exposing youngsters to golf and the Masters."

In a further effort to reach a broader and younger audience, Payne also announced that in 2008 the Masters' new cable associate ESPN would televise the Par 3 Contest on Wed., April 9 from 3-5 p.m. ET

"The Par 3 Contest is fun and exciting for the entire family," Payne said. "It's an event everyone enjoys and we think it will demonstrate to kids just how fun golf can be."

The Par 3 Contest was first conducted in 1960 and is played over a nine-hole, par-27, 1,060-yard course. Since the event's inception there have been 63 holes-in-one, including five in 2002.

"You don't need to be an avid golfer to cheer for a hole-in-one," said Payne.

"The Par 3 Contest is a lot of fun, one of the real highlights of every year," said two-time Masters winner Phil Mickelson. "It's been a wonderful experience to have my daughters caddie the last two years. It's special because it's a rare opportunity for both players and patrons to enjoy the game as families."

"These initiatives are important first steps and a great kickoff to our ongoing mission of growing the game," Payne added.