Masters tournament projected to earn about $70M in merch — with fans spending a staggering $277 per second
Published on April 12, 2026.
The Masters Tournament is expected to generate about $70 million in merchandise sales during its 2026 event, with fans spending $277 per second. The event's total would exceed the full-year merchandise revenue of the Atlanta Braves by about $25 million. Merchandise is sold only onsite at Augusta National, with no official online store. Fans often leave with hundreds of thousands of dollars in merchandise, ranging from apparel like an $88 sweatshirt and a $178 woven bag to collectibles like $50 garden gnomes. The high-end items such as a new Masters-branded mahjong set have been particularly popular. However, food offerings remain affordable, with prices staying under par and staying green.
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