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Every April, the sports world turns its eyes to Augusta National, where one of golf‘s most iconic and traditional major events unfolds: The Masters. But this year, a new tradition is quietly taking root just beyond Magnolia Lane.
DraftKings and Sports Illustrated partnered last weekend to present the first-ever Augusta After Dark, sponsored by Homes.com—an invitation-only experience for top-tier members of DraftKings’ Dynasty Rewards program. The centerpiece? An intimate performance by Dave Matthews.
For those lucky enough to attend, it was the kind of night that doesn’t feel real until you’re in it. A setlist built for the devoted; premium cocktails and culinary treats in hand; the hum of golf’s most historic week hanging in the air; and Dave Matthews doing what he does best—turning a space into a memory.
Matthews took the stage solo for a rare, 60-minute acoustic set that felt more like a personal jam session with the audience. Stripped down and intimate, the setlist featured fan favorites like “Crash Into Me,” “Ants Marching,” “Satellite,” and “Save Me.” Without the full band behind him, each song took on a new, more personal feel—just Dave, a guitar, and a crowd that hung onto every word.
The intimate setting also attracted a star-studded crowd, with sports legends like Ken Griffey Jr., Nomar Garciaparra, and J.R. Smith, along with musicians and entertainers such as Miles Teller, Nikki and Brie Bella, and Joey Fatone. Their presence added an extra layer of excitement, blending the worlds of sports, music, and culture, making the night even more unforgettable.
The choice of DMB to headline the event wasn’t accidental. Their mix of soul, improvisation, and storytelling has long drawn the same loyal, experience-hungry audience that DraftKings targets through its Dynasty Rewards program.
“Our goal at DraftKings is to create world-class experiences that resonate with our most loyal customers, and Augusta After Dark embodied that vision,” says Shawn Henley, Chief Customer Officer at DraftKings. “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.”
The DraftKings Dynasty Rewards program turns everyday play into elevated perks, letting customers earn Crowns and Tier Credits that unlock access to exclusive experiences, merch drops, and more. Think airline miles or hotel points, but with a sports and entertainment twist. And while the rewards go big, responsible gaming stays grounded—DraftKings integrates smart tools to help players keep their play fun, mindful, and in check.
Now in its 13th year, DraftKings is doubling down on cultural relevance. With Dynasty, they’re not just offering VIP seats—they’re curating unforgettable access. From private shows to championship sidelines, the goal isn’t just perks. It’s presence.
“We’ve found that to really connect with our customers, we have to be everywhere,” said Matt Kalish, President of DraftKings. “Last year, we did hundreds and hundreds of events across sports and entertainment. This year, it’ll be even more—and I wouldn’t be shocked if we show up at 500 to 1,000 events in 2025. We’re tapping into the moments that matter to our players.”
As Dave Matthews played, the lyrics drifted into the Georgia night, mingling with the unmistakable energy of a week that belongs to tradition—but just this once, made room for something new.
