Augusta After Dark is the invite-only party Sports Illustrated and DraftKings throw on the eve of the Masters. Nearly 1,000 guests filled a pop-up concert hall on a private estate on April 8, 2026, for a set by Dave Grohl; Dave Matthews played the first edition in 2025. It is produced by Authentic Live, the live-events arm of Authentic Brands Group, which owns Sports Illustrated. The 2027 Masters runs April 8 to 11, and the party has been held the night before the first round both years. The room is athletes, entertainers and VIP golf fans, invited by DraftKings and Authentic Brands Group. Guests in 2026 included Shaquille O'Neal, Kevin Hart, Ray Lewis, Victor Cruz and J.R. Smith. In 2025 they included Miles Teller, Ken Griffey Jr., Johnny Damon, Nikki and Brie Bella and Joey Fatone. Partners show up as parts of the night. Homes.com presented the 2025 edition, with MINI, Corona Premier, IZOD, Nautica, Lucky Brand and Reebok on site. Venmo and Velocity Black presented in 2026, with HydroJug as a partner. Velocity Black ran its own private lounge, Reebok ran a chip challenge, and DraftKings built a claw machine full of Masters-style gear. Three ways in, priced from Authentic Live's own floors. Partner ($55,000) covers on-site branding, product sampling and invitations. Activation Partner ($100,000) adds a custom-built activation and a branded photo moment. Presenting Partner ($250,000) adds presenting rights, category exclusivity, a named private lounge and the step-and-repeat.