Masters Reportedly Expected to Make $1M Per Hour In Merchandise Sales During 2026 Major
Fans attending the 2026 Masters Tournament are reportedly expected to spend millions of dollars on merch at Augusta National.
The Masters is expected to rack up $70 million in merchandise sales, a total that comes out to $1 million per hour at the event, according to Front Office Sports.
The Masters made about an estimated $70 million in merchandise revenue back in 2022, according to Forbes' Justin Teitelbaum.
One change over the intervening four years, per Front Office Sports' David Rumsey, is the popularity of the Masters-branded gnomes sold at the event.
There are about 1,000 gnomes available per day for $59.50 each, a $10 increase from their price at the 2025 Masters, Rumsey reported.
One Augusta National employee told Rumsey the gnomes are still usually sold out within the first hour of the merchandise shop opening.
The cost of attending the Masters has also risen. Augusta National raised tournament ticket prices from $140 to $160 this year after reportedly taking action to stop third parties from reselling tickets, per Field Level Media.
Fans apply a year in advance for a chance to purchase these tickets through the lottery, Forbes' Tim Corlett Corlett estimates offers potential buyers about 1 in 200 chances of winning.
One price that has remained relatively constant at Augusta National is that of the concessions. Despite slight price hikes for cookies and muffins, egg salad and pimento cheese sandwiches are still $1.50 each, per Yahoo Sports' Jay Hart.
