The Masters isn’t just the first major golf tournament of the calendar year – it’s the merch mecca for the sport’s fans.
Because official Masters swag is sold exclusively on site during the tournament, tens of thousands of attendees line up to enter the brick-and-mortar shop to buy branded polos, T-shirts, hats, magnets, flags, can coolers, cups and much more.
- In 2022, the Masters generated $69 million in merchandise sales during the week of the tournament, Forbes reported.
- That record was projected to be broken last year with $70 million in estimated merch sales.
On Tuesday I asked my cashier at The Masters Golf Shop what the highest total was that she’d seen so far* that day… She said $12,500. It was 9am. 😳 #TheMasters
— Samantha Marks (@SamanthaSMarks) April 11, 2025
If you’re out of luck at the Masters merch shop, you can still head down the road to Hooters, where legendary golfer John Daly posts up every year during the tournament to meet fans and peddle his wares.
For more than 25 years, the larger-than-life athlete – beloved for his colorful attire and penchant for drinking (not anymore) and smoking (consistently) – has sold signed hats, shirts, replica pin flags, golf balls and cigars at his favorite restaurant, which recently filed for bankruptcy.
Even though he hasn’t played in the Masters since 2006, Daly still shows up every spring – and for good reason. Last year, he sold about $780,000 worth of branded merch on the Hooters patio, his team told ESPN.
- His hats, which come in a variety of designs, sell for $40.
- However, his boxes of “Short Game” cigars sell for $250 and were all gone by Wednesday morning.
- His signed golf balls sell for $10: “$1 for the ball, $9 for the signature,” a representative told ESPN.
Fore! The Gram
The hottest item this year, as is tradition at the tournament, was the garden gnome, which reportedly sold out on Thursday by 9 a.m., and was decked out in a logoed bucket hat and clutching a peach ice cream sandwich – a delicacy at the tournament.
Because cellphones are banned at Augusta National, the only way to see what kind of merch is available at the shop is when customers go home and share their purchases on social media. In fact, Masters merch hauls have gone viral, with one user showing off her purchases and racking up more than 700,000 views on TikTok.
- To get a glimpse of this year’s Masters merch, check out one customer’s TikTok video.
Last month, an ex-employee at Augusta National was sentenced to one year in prison for stealing millions of dollars’ worth of branded merchandise and memorabilia and transporting it across state lines.
- Arnold Palmer’s Green Jacket, one of the most valuable pieces of golf merchandise, was among the stolen goods, cllct reported.
