International Business Machines Corp

Join IBM for live Tournament viewing, enjoy a Masters-inspired menu and take a swing on the golf simulator, featuring AI-powered Hole Insights built with watsonx

NEW YORK, April 2, 2026 /PRNewswire/ -- IBM (NYSE: IBM) will host the first-of-its-kind 'Masters at Madison Square Park' immersive viewing experience for all four days of the Masters Tournament, Thursday, April 9 – Sunday, April 12. Fans in New York City will have the exclusive opportunity to play a replicated iconic hole on an AI-powered golf simulator and watch the action unfold with live viewing of the Tournament all weekend long. Limited edition merchandise and specialty themed food and beverage items are part of this experience, as well.

IBM is also teaming up with Shake Shack to serve up limited quantities of three iconic Masters-inspired menu items – available exclusively at the Madison Square Park location – including a Clubhouse Pimento Cheese Sandwich, Clubhouse Egg Salad Sandwich and the Peach 50/50, a refreshing take on a peach Arnold Palmer.

For 30 years, the Masters Tournament and IBM together have pioneered the use of emerging technology to redefine the fan experience – this year unveiling a brand new Masters Vault Search feature and newly enhanced Hole Insights. These new innovations join an impressive suite of AI-enabled fan features on Masters digital platforms, including AI Highlights, Round in Three Minutes, My Group and the Masters app on Apple Vision Pro. 

WHEN: Thursday, April 9 7:30 AM – 8:00PM ET hours of operation

• 7:30AM – First Round Masters Coverage begins
• 12:00PM – Golf Simulator open to public
  
  **Preview time for media available from 10am ET. 

Friday, April 10 8:30 AM–8:00 PM ET – hours of operation

• 8:30AM – Second Round Masters Coverage begins
• 9:00AM – Golf Simulator open to public

Saturday, April 11 9:00 AM–7:30 PM ET – hours of operation

• 9:00AM – Golf Simulator open to public
• 10:00AM – Third Round Masters Coverage begins

Sunday, April 12 10:00 AM–7:30 PM ET – hours of operation

• 9:00AM – Golf Simulator open to public
• 10:00AM – Final Round Masters Coverage begins

WHERE: Madison Square Park

               The intersection of Fifth Avenue and Broadway at 23rd Street

               New York, NY 10010



               The pop-up in Madison Square Park is located adjacent to IBM's flagship New York City office at One Madison Avenue.

Media Contact:

Zach Rowe

IBM Comms

zrowe@ibm.com

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SOURCE IBM

Collaboration aims to advance new technologies that expand infrastructure choice while preserving mission-critical environments

ARMONK, N.Y., April 2, 2026 /PRNewswire/ -- IBM (NYSE: IBM) today announced a strategic collaboration with Arm to develop new dual‑architecture hardware that helps enterprises run future AI and data intensive workloads with greater flexibility, reliability, and security.

IBM's leadership in system design, from silicon to software and security, has helped enterprises adopt emerging technologies with the scale and reliability required for mission‑critical workloads. As AI moves deeper into core business operations, IBM continues to invest in hardware platforms such as the Telum II processor and Spyre Accelerator, which are designed to bring AI from experimentation into everyday enterprise use.

Through this collaboration, IBM and Arm aim to extend this track record of innovation by combining IBM's enterprise leadership in systems reliability, security, and scalability with Arm's own leadership in power‑efficient architecture, workload enablement expertise, and broad software ecosystem, to build flexible and scalable computing platforms for the future.

"As enterprises scale AI and modernize their infrastructure, the breadth of the Arm software ecosystem is enabling these workloads to run across a broader range of environments," said Mohamed Awad, Executive Vice President, Cloud AI Business Unit, Arm. "Our collaboration with IBM builds on this progress, extending the Arm ecosystem into mission-critical enterprise environments and giving organizations greater flexibility in how they deploy and scale these workloads."

"This collaboration is a natural extension of IBM's leadership in hardware and systems innovation," said Tina Tarquinio, Chief Product Officer, IBM Z and LinuxONE. "It continues IBM's pattern of anticipating enterprise needs well ahead of market inflection points—developing capabilities early so clients are prepared as new workloads and business models emerge. Our aim is to expand software choice and improve system performance while maintaining the reliability and security our clients expect."

"Enterprise infrastructure is entering a new phase where flexibility, workload portability, and ecosystem reach are becoming just as critical as performance and reliability. As AI and data-intensive applications reshape requirements, organizations are looking for platforms that can evolve without forcing disruptive tradeoffs," said Patrick Moorhead, Founder, CEO, and Chief Analyst at Moor Insights & Strategy. "What IBM and Arm are signaling here is a meaningful step toward that future that could broaden how enterprises think about deploying and scaling modern workloads. While the full implications will take time to unfold, it's clear this reflects a deeper level of investment in long-term platform innovation and ecosystem expansion than we typically see at this stage."

A Collaboration Designed for What's Next

The collaboration is focused on three key areas. First, the companies are exploring how to expand virtualization technologies that allow Arm®-based software environments to operate within IBM's enterprise computing platforms. This work is designed to expand software compatibility and further streamline how developers and enterprises bring Arm applications into mission-critical environments.

Secondly, enterprise infrastructure must support high-availability operations, as well as security and local data sovereignty requirements. IBM and Arm are exploring new ways to support the performance and efficiency demands of modern workloads, including AI and data intensive applications. The work includes enabling enterprise systems to recognize and execute Arm applications, with the goal of helping Arm-based environments align with the reliability, security, and operational requirements enterprises need.

Finally, the collaboration is focused on long term ecosystem growth. By creating shared technology layers between platforms, IBM and Arm aim to open the door to broader software ecosystems and greater flexibility in how applications are deployed and managed. This approach could give enterprises more choice, positioning them to adopt new applications and architectures while continuing to leverage their existing investments.

"IBM's defining role in shaping enterprise infrastructure spans decades, showcasing the breadth and commitment required to support our clients' most intensive and sensitive workloads," said Christian Jacobi, Chief Technology Officer and IBM Fellow, IBM Systems Development. "This moment marks the latest step in our innovation journey for future generations of our IBM Z and LinuxONE systems, reinforcing our end-to-end system design as a powerful advantage."

Statements regarding IBM's future direction and intent are subject to change or withdrawal without notice, and represent goals and objectives only.

About IBM

IBM is a leading provider of global hybrid cloud and AI, and consulting expertise. We help clients in more than 175 countries capitalize on insights from their data, streamline business processes, reduce costs and gain the competitive edge in their industries. Thousands of governments and corporate entities in critical infrastructure areas such as financial services, telecommunications and healthcare rely on IBM's hybrid cloud platform and Red Hat OpenShift to effect their digital transformations quickly, efficiently and securely. IBM's breakthrough innovations in AI, quantum computing, industry-specific cloud solutions and consulting deliver open and flexible options to our clients. All of this is backed by IBM's long-standing commitment to trust, transparency, responsibility, inclusivity and service. Visit www.ibm.com for more information.

Media contact:

Bethany McCarthy

IBM

bethany@ibm.com

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