The Masters is projected to generate staggering merchandise sales this week alone. According to business analyst Joe Pompliano, this figure eclipses the entire annual revenue of Georgia's resident MLB team.

Pompliano posted the figures on X on April 9, and they stopped people mid-scroll. The Masters is projected to pull in around $70 million in merchandise sales this week alone.

“That's $25 million more in merchandise sales than the Atlanta Braves did all of last year. In just one week, with no online sales,” wrote the analyst.

The gnomes, the yellow hats, the shirts, the flags, the keychains, and every patron line up before the gates open every morning for it. One gnome per customer, that is the rule without exceptions. The shop runs like clockwork and empties just as fast.

According to Pompliano, ESPN and CBS pay nothing to broadcast the Masters. They send a production cost invoice after the tournament. Masters' sponsors AT&T, IBM, Mercedes-Benz, and Bank of America, who each pay around $5 million for four minutes of commercial time per hour.

Yet the Masters still leaves revenue on the table

Generating $25 million more in a week than the Braves did in a year may seem like Augusta National is capitalizing on its popularity to the fullest.

However, the fact that the Masters venue doesn't generate any domestic TV revenue means hundreds of millions on the table.

In 2024, a report from business and sports media consultant Alessandro Oehy revealed that Augusta could generate almost $100 million more in revenue with broadcast deals.

Oehy noted that CBS reportedly pays the USGA $93 million annually for the U.S. Open's domestic broadcasting rights. With that deal set to expire this year, a new one is projected to cost even more.

In fact, the analyst claimed that if Augusta National looked to maximize profit through all avenues, like ticket sales, they could earn almost $300 million more than they do now.

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Written by

Sneha Abraham

Edited by

Sagnik Bagchi