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Strategy April 11, 2024

5 Fun & Popular Merch Items From the 2024 Masters

Official swag from golf’s first major tournament of the year is some of the hardest to get and most sought after in sports, annually touching off a frenzy of buying and secondhand selling online.

By  Christopher Ruvo

Basketball’s March Madness has ended. Golf’s “Merch Madness” has begun.

On Thursday, April 11, the Masters tees off in Georgia at Augusta National Golf Club, the lush green, beflowered, rolling private course that annually hosts the storied competition – one of professional golf’s four major tournaments and the first of the calendar year.

Tickets are notoriously hard to get; they’re among the more difficult to procure in sports, by many accounts. And what comes with that is arguably one of the most interesting phenomena in the world of branded merchandise.

Each year during Masters week, almost with the instinctive timing of migrating birds, tens of thousands of patrons lucky enough to get on Augusta’s grounds flock to a pristine shop to drop hundreds – or often thousands – of dollars on tournament merchandise.

The official swag is sold only on-site during Masters week. That extremely limited distribution gives the high-end merch an air of rarity that ratchets up its desirability, conveying to the world an enviable “I was there” vibe. It also spurs considerable reselling on online seller sites like eBay, where 2024 Masters gear was already appearing early the week of April 7.

For sure, the merchandise mania was well underway. Various press reports indicate that patrons were lining up in queues stretching into the thousands to get into the shop. Here’s a lighthearted look at some of the most popular products they were snapping up.

$69 million
Estimated amount the Masters made on merchandise at the 2022 tournament (Forbes)

1. The Loveable Lawn Gnome

When it comes to hottest sellers, the 2024 Masters Lawn Gnome appears to be the leader of the pack, according to press reports.

This adorable character was reportedly introduced in 2016 and has soared in popularity each year since.

Annually, the loveable, bearded fellow is given a new outfit and theme. In 2023, he resembled a modern Masters patron, complete with Masters polo, Masters badge, Masters green and white golf shoes, and stack of Masters-logoed beer – uh, sorry, “beverage” – cups.

In 2024, he has a more traditional golfer’s look, with plaid pants, tie and sweater. Still, the Masters again pulled off a bit of merch “meta” by having this gnome, itself a promotional product, wear promotional products – namely, a Masters-logoed bucket hat and cardigan. The gnomes sell out almost instantly.

The 2024 Masters Lawn Gnome is a major seller. A patron who purchased this one was looking to cash in on the craze for the cute fella by selling him on eBay for $280 as of this writing.

2. Solar Eclipse Glasses

The Great American Eclipse happened to fall on Monday, April 8, during Masters week. Perhaps not surprisingly, Masters-branded solar eclipse glasses figured into this year’s merch mix.

Secondhand sellers on online sites were having a field day trying to move these solar rims, with some opportunists asking $300 a pair.

 

3. Rope Hats With Masters Phrases

Will Cheney, a journalist with The Augusta Chronicle, writes about Masters merch. In a piece he penned this week, he said this year hats featuring Masters-themed phrases were selling like proverbial hotcakes.

Available in various colors from Masters green to summery salmon pink, the hats feature a snapback closure, mid-structure profile, slightly curved bill and rope at the base of the brims. Stitched in capital letters across the front panels, the phrases include everything from simply “MASTERS” to “CADDIE,” “AMEN CORNER” and “PIMENTO,” the final of those being a reference to the famous Masters Pimento Cheese Sandwich.

The “PIMENTO” hat, referencing a popular sandwich at the Masters, is among the more sought-after pieces of headwear at the 2024 Masters. This particular one was on offer from an eBay reseller for $80 as of this writing.

4. Cursive-Script Embroidered Hats

Speaking of headwear: Golf Digest’s Joel Beall reported that Masters caps sporting a simple, elegant embroidered “M” were hot items with patrons. The hats feature moisture-wicking/ventilation properties, plus the Masters logo on the side. They, too, were available on eBay. From a promo products perspective, it’s not going out on a limb to suggest this style would be a big hit with corporate buyers and those organizing golf tournaments.

This 2024 Masters tournament cap was for sale on eBay for $85 as of this writing.

5. Balls – But Not Just Golf Balls

Sure, Masters golf balls are a mainstay that will sell strong every year. But Cheney reported that in 2024, Masters-branded baseballs and footballs were attracting a bevy of eager purchasers, too.

The football is green leather and features the Augusta branding, while the baseball is white and black – also with the tournament’s iconic logo. One reseller on eBay was asking $346 for the football, which came with a stand and branded bag. The baseball, also with stand and bag, was on the same reseller site for prices that included $240.

Resellers were trying to retail this 2024 Masters football and 2024 Masters baseball for hundreds of dollars each on eBay as of this writing.