EVENT SPOTLIGHT: MASTERS TOURNAMENT

30 years of innovation ... and one more Masters moment

Thanks to Jon Van de Water, Events Project Manager, for contributing to this report and to Shaun Bales for the highlight reel.

For more than three decades, SMT has played a behind-the-scenes role in one of the most iconic events in sports: the Masters Tournament. While our work at Augusta National Golf Club remains intentionally low-profile, the impact of our technology and team continues to grow each year.

From early beginnings using paper grids and Palm Pilots to today’s sophisticated ecosystem of real-time data, scoring, and display systems, SMT’s evolution of services for the Masters grows each year. Since the mid-1990s, SMT has supported Augusta National, delivering scoring services starting in the early 2000s and expanding into a comprehensive suite of tournament technologies.

In 2026, SMT once again supported a full slate of events across two weeks, including the Augusta National Women’s Amateur, the Drive, Chip & Putt National Finals, practice rounds, the Par 3 Contest, and the 90th Masters Tournament itself.

With a team of 42 staff members on site, SMT’s work touched nearly every part of the tournament experience, from greenside scoring and ball-position tracking to broadcast graphics and large-scale display production.

Key services included:

Real-time scoring and statistical systems across all competitions
Shot-level tracking and practice round player tracking
Broadcast integrations for domestic and international coverage
LED video boards, entry displays, and on-course leaderboards
Golf administration tools, groupings, and starting times
Media reporting, data feeds, and database support
Volunteer training and on-site technology deployment

This year, SMT introduced two new electronic information boards at the North and South Gate walkways, replacing manually updated boards previously maintained by volunteers. These upgrades improved both efficiency and the real-time accuracy of information available to patrons entering the grounds.

Across the property, SMT’s technology ecosystem, from mobile scoring control devices to large-format displays, ensured a seamless flow of information for players, officials, broadcasters and fans alike.

An information board sits among the spring-blooming flora of Augusta.

Client Kudos

“It’s been a heck of two weeks. Thank you to each of you for what you do to make the Masters and Women’s Am a success.”
— Brett Sterba, Senior Director, Masters Tournament

“We enjoyed our collaboration and appreciated everything you and the team do to ensure we have a seamless week!”
— Preston Smith, Communications Manager, Masters Tournament

Masters Select (above) is SMT's on-site information system that provides fans, media, broadcasters and tournament officials with real-time scores, stats, pairings, leaderboards and more. The IPTV system delivers video content that is encoded and streamed through the scoring system network to tablets in the Media Center (below) for media use.

SMT Veteran Mitch Mitchell's Career Comes Full Circle

As EPM Jon Van De Water shared, at the heart of the 2026 Masters was longtime SMT veteran Mitch Mitchell. Now semi-retired, Mitch has been part of nearly 20 Masters Tournaments and has worked with SMT since the late 1980s. In true Masters fashion, even a seasoned pro like Mitch had a moment to remember—after nearly 20 tournaments, his 2026 credential featured a photo of … someone else.

BROADCAST SPOTLIGHT: NHL IN ASL

Breaking the sound barrier: SMT powers first regional NHL in ASL show

Thanks to Tom Gianakos, Product Manager, for contributing to this report and to Shaun Bales for the highlight reel.

When the St. Louis Blues took the ice against the Pittsburgh Penguins Tuesday night, it marked a milestone in the evolution of inclusive sports broadcasting.

For the first time, the NHL delivered a regional team telecast entirely in American Sign Language (ASL), expanding access for Deaf and hard-of-hearing fans in a way that had never been done at the local team level. And behind the scenes, SMT played a critical role in bringing that experience to life.

A New Chapter for NHL in ASL: Since launching in 2024, the NHL’s ASL initiative has steadily gained momentum, with high-profile appearances during marquee events like the Stanley Cup Final, Winter Classic and Stadium Series. Tuesday's broadcast from St. Louis was hosted during the Blues’ first-ever ASL Awareness Night at Enterprise Center, featuring live play-by-play and color commentary delivered entirely in ASL to make the game more accessible and engaging for a wider audience.

The broadcast streamed nationwide on ESPN+ via the ESPN App, offering subscribers a front-row seat to a more inclusive version of the game.

SMT integrated its HITS scoring system with real-time puck and player tracking (PPT) data, delivering live play-by-play updates synchronized with the on-ice action and ASL commentary through a customized L-Bar graphic.

This core storytelling tool translated complex, fast-paced gameplay into clear, data-driven visuals to ensure that viewers could follow every pass, shot and shift.

Collaboration that Drives Impact: The NHL, P-X-P, and the Blues organization collaborated to make the shared goal of more accessible hockey a reality with SMT helping power the effort.

ASL commentary was led by industry pioneers, delivering real-time analysis tailored specifically for Deaf audiences. The effort builds on years of work by P-X-P, whose Emmy-nominated NHL in ASL broadcasts have set a new standard for inclusive coverage.

Blues forward Jake Neighbours, a passionate advocate for the Deaf community, underscored the importance of initiatives like this, highlighting how representation and accessibility can open the game to entirely new audiences.

Beyond the Broadcast: The impact extended far beyond the screen. Fans attending ASL Awareness Night experienced in-arena elements like ASL performances and community-focused programming, reinforcing the message that hockey is for everyone.

With more than 33 million Deaf and hard-of-hearing individuals across the U.S. and Canada, efforts like NHL in ASL are long-overdue and many see this initiative as a blueprint for other leagues to adopt. And as this initiative grows, SMT will remain a key player in ensuring that, no matter how fans experience the game, the story of the game will always be within reach.

NHL IN ASL: BEHIND THE SCENES

Watch a behind the scenes look at the NHL in ASL, a first-of-its-kind broadcast featuring Deaf broadcasters providing real-time play-by-play coverage and color commentary of each game of the 2024 Stanley Cup Final.

LEADERSHIP SPOTLIGHT: WOMEN IN SPORTS SUMMIT

SMT’s Patricia Hopkins inspires rising leaders at Women in Sports Summit

SMT was proud to be represented at the 4th Annual Emerging Women in Sports Leadership Summit, held Monday at the Durham Convention Center. Sponsored by Women Leaders in Sports and the Durham Sports Commission, the event brought together more than 250 rising professionals for an afternoon centered around career development.

Patricia G. Hopkins, SMT’s Corp. VP of Marketing and Creative, was invited to serve as a featured speaker during the Networking Roundtable Session. She rotated between small groups of attendees, from undergraduate students to early-career professionals, sharing her career journey, leadership perspective and practical advice for navigating the sports industry.

The format encouraged candid, meaningful conversations with guided discussion topics and open Q&A. Patricia also took part in a rapid-fire leadership segment, delivering quick responses to a key leadership question in under 60 seconds.

“It was so meaningful to connect with young professional women who are passionate about elevating their roles in the sports industry," Patricia shared. "The attendees were eager to learn, asking thoughtful questions as they shared their ambitions and goals. Participating in events like this is a powerful reminder of how important it is to invest in the next generation of leaders and to create space for honest, meaningful dialogue. I remember those days and the need to connect with like-minded women.”

With more than 30 years in sports and broadcast marketing, Patricia has helped shape SMT’s brand and global growth since joining in 2009. She has led key initiatives including the company’s rebrand, digital strategy and communications through major acquisitions, bringing experience from her previous leadership roles across top media, sports and global brands.

GRAPHIC BY MARKETING CONTENT MANAGER NICOLE WALKER

NOMINATE A COLLEAGUE (OR YOURSELF!)

Click here to anonymously nominate someone to be featured in Talent Spotlight!

Events and Remote Teams

We are staffing 68 events this week. Safe travels to all!

Content in Oculus is proprietary and should not be shared outside of SMT without permission.