Augusta opponents shift focus to CBS

Now that the Masters has eliminated its television sponsors, the leader of a national women's group said Saturday she will urge CBS Sports to drop coverage of golf's most watched tournament until Augusta National has a female member.

Martha Burk, chairwoman of the National Council of Women's Organizations, said she will not give up the fight until the Masters fades away as a major championship or until the club admits a woman.

"We expect to have a conversation with CBS," Burk told The Associated Press. "It will be about whether they want to broadcast an event, held in a venue that discriminates against half the population, and what kind of statement that makes about CBS as a network."

CBS Sports has had a one-year deal since 1956 to televise the Masters, the highest-rated golf tournament.

CBS spokeswoman Leslie Anne Wade declined comment except to say that "CBS will broadcast the Masters next year."

Augusta National chairman Hootie Johnson said Friday he was dropping the Masters' three television sponsors -- IBM, Coca-Cola and Citigroup -- to shield them from any controversy over the club's all-male membership.

Skirting the issue

"I think they're doing what they can to avoid having a woman member," Burk said. "They're willing to pay a lot of money to continue to discriminate. That's what it comes down to."

Burk predicted the Masters would "either fade as a major tournament, or they're going to have to admit a women member."

The financial agreement between the Masters and CBS Sports has been kept private, although the contract is different than other sports, or even other golf tournaments.

Even before Johnson's decision to eliminate commercials from next year's telecast, CBS could only show four minutes of advertising every hour.

In another example of Augusta's control over the broadcast, CBS golf analyst Gary McCord has not been part of the Masters coverage since 1994 because of glib comments he made about the course and the fans.

The Masters has never been a moneymaker for CBS with so little commercial time for sale, but it is valuable to the network because of the prestige and exposure it brings.

Without sponsors, the club likely will have to pay more out of its own pocket, although it still generates money from merchandise and foreign broadcast rights.