In the world of golf, tradition is paramount. Although it was introduced just six years ago, ESPN’s promotional campaign for The Masters, featuring covers of Ray Charles’ “Georgia on My Mind,” has become a cherished element of the tournament. This year, however, the promotion has taken on a Northern twist. As Marketing Brew reported, the 2025 Masters promos include a rendition of the iconic song by Vermont native and folk pop artist Noah Kahan.
ESPN’s VP of live sports and audience expansion, Rachel Epstein, explained that the choice of Kahan’s cover was a strategic move aimed at engaging a younger demographic. “We’re always going to be fairly traditional and reverent in terms of how we visually showcase the tournament,” she told Marketing Brew. “However, knowing that the Masters and ESPN are consistently focused on connecting with younger audiences, music emerged as an essential tool for relevance.”
While their endeavor to attract the crucial younger audience is commendable, one might wonder how many Gen Z or Alpha members will actually be drawn to a golf tournament simply because Noah Kahan delivers a cover of a 1930s classic in the promo. Initial reactions to Kahan’s rendition have been less than favorable. Tweets expressing disappointment have surfaced, with one remarking, “They got a guy from New England wearing chunky flannels making sad boy music to sing Georgia on My Mind for the Masters?” Another noted, “There’s a lot of people dunking on this because it stinks,” while yet another mentioned, “Whatever they’re doing with this year’s Masters promotion just ain’t it.” Responses continue, with fans insisting, “Ray Charles or bust.” Many find Kahan’s style misaligned with the essence of The Masters, hinting that this bold attempt to reach a different audience may have missed the mark.
they got a guy from New England wearing chunky flannels making sad boy music to sing Georgia on My Mind for the Masters? https://t.co/R9A4OuCYmH
— Brendan Porath (@BrendanPorath) March 24, 2025
there’s a lot of people dunking on this because it stinks
I just wanted to add my voice and agree that it stinks https://t.co/S86fNOzYiP
— Grant McGalliard (@grantmcgalliard) March 25, 2025
Whatever they’re doing with this years Masters promotion just ain’t it https://t.co/okAZggsfDT
— JFK (@JFK_Ryder) March 26, 2025
Ray Charles or bust https://t.co/kWLCSETXnf
— Greg (@Gregsies) March 26, 2025
Not to be dramatic but this offends me in ways I can’t even put into words https://t.co/2rDpeRRWRJ
— SJ Emberson (@sj_emberson) March 26, 2025
Love Noah, but this ain’t it at all https://t.co/vbYChnjTin
— Aodhán Doyle (@AodhanDoyle) March 25, 2025
Even as audiences naturally gravitate towards nostalgia, it’s evident that Kahan’s folk pop sound may not align with The Masters’ traditional ethos. Perhaps the attempt was to reach a demographic that previously showed little interest in the tournament. Despite this, even Kahan’s fans appear to concur that this pairing feels awkward. ESPN has showcased other covers of the Ray Charles classic in previous years, yet the choice of an artist whose style significantly diverges from the original has proven too contentious for many viewers. While this incident doesn’t reach the depth of CBS’s decision to forgo Luther Vandross’s version of “One Shining Moment” for the 2010 NCAA Tournament, it’s challenging to envision this strategy yielding a substantial increase in young viewers directly associated with Kahan’s song, making the backlash seem unwarranted.
