The Masters of Merchandise

As you step through the gates of Augusta National, the first thing that catches your eye is the lush green grass. The vibrant azaleas and towering trees create a picturesque scene, but it’s not the golf that’s the main attraction for many visitors. The real draw is the merchandise, and in particular, the limited edition Masters gnome.

Golf shop frenzy

The gnome, which costs $49.50, has become a hot commodity, with fans queuing for hours to get their hands on one. It’s not just a souvenir; it’s a status symbol, a way to prove you’ve been to the Masters. And with no mobile phones allowed, the gnome has become the perfect alternative to a social media post.

Masters gnome fever

The shop at Augusta National has become a major money-spinner, with Forbes estimating that it brings in $70m a week. That’s an average spend of $250 per head, and it’s not just the gnome that’s selling like hotcakes. T-shirts, hats, and other merchandise are flying off the shelves, with many fans buying up big to prove they’ve been to the Masters.

Golf merchandise galore

But it’s not just the merchandise that’s changed the Masters. The tournament has become a bucket-list event, with many attendees more interested in saying they’ve been than actually watching the golf. The corporate guests have taken over, and the Masters has become a major retail empire.

Augusta National: a retail empire

The Masters gnome has become a symbol of this shift, a symbol of the commercialization of golf’s most prestigious tournament. It’s a reminder that, in the end, it’s not just about the game; it’s about the merchandise, the branding, and the bottom line.

The queue for the golf shop