19th Hole

You won’t believe how much the Masters shop makes every hour…and how much Augusta are leaving on the table

Published

3 years ago

Apr 7, 2023

The Masters may be one of the biggest golfing events of the year, but, according to one report, Augusta National leaves $250 million on the table.

Just before the start of the 2023 running, sports finance website Huddle Up released a study into the economics of the week and how, despite snaking queues at the merchandise stall, their beliefs leave behind a potential doubling of their revenue.

An audio version of this breakdown is also available via podcast.

Apple: https://t.co/izQDnfSWyZ…

Spotify: https://t.co/TRZrzd3waW…

Enjoy!

— Joe Pompliano (@JoePompliano) April 6, 2023

Reporter Joe Pompliano reveals that the carefully manicured fairways, pristine lawns and exclusivity ensures that patrons (for they are not fans) lead to the merchandise outlets taking “$1 million in revenue every single hour.”

The report explains that Augusta National is like no other golf organization. By registering as a for-profit organization, “they don’t get to claim tax-exempt status on their earnings, but it also means they don’t need to disclose the club’s income, holdings, membership list, renovation plans, ticket sales, or anything else.”

In 2022 analysts estimated the revenue to be :

The Masters Revenue Breakdown for 2022 (% of total)

Merchandise: $69 million (49%)
Tickets: $39 million (28%)
International TV rights: $25 million (18%)
Concessions: $8 million (5%)

Huddle Up suggests that, despite the long procession at the counter – spending $1million per hour at the stalls (an estimated $10million per day) – Augusta’s strict rule of trading via in-person sales only means they do not sell to the millions watching the event at home – a potential fortune that would rake in the profits.

Furthermore, although the pre-event balloting for tickets again gives the ‘exclusive Augusta’ feel, some lucky winners openly sell their tickets on the secondary market. Estimated selling for between 10-12 times the cover price, the report suggests Augusta could re-price at half the resale value and make another $145 million!

And then the most obvious of revenue streams – the domestic TV rights.

According to the report, “The Masters Tournament doesn’t currently make any money from domestic TV rights.”

“Instead, Augusta National allows ESPN and CBS to broadcast the tournament for free each year in exchange for full and complete control of TV production.”

Indeed, according to the Forbes report from the 2022 event, Augusta lags behind the U.S Open by around $90 million in terms of sponsorship and revenue from TV rights, with Augusta sticking with just six sponsors and no on-course advertising.

The exclusivity is there, but the Masters also look after its patrons.

Huddle Up suggests that when taking inflation into account, the Augusta menu has got cheaper over time – great for the attendees but, again, a likely loss of increased revenue.

Huddle Up has produced a fascinating account into the estimated potential increase in revenue for Augusta National. However, the very appeal of the Masters is its singularity and the very individual way the organization runs each event.

Still, $250 million……

How much each player won at the 2026 Masters

Published

1 month ago

Apr 13, 2026

Gianni Magliocco

Rory McIlroy made it two wins in as many years at Augusta National, seeing off the challengers on a dramatic Sunday to slip on the green jacket once again. The victory earned Rory a whopping payday of $4.5 million, with Scottie Scheffler his closest challenger earning $2.43 million for his sole runner-up finish.

With a total prize purse of $22.5 million up for grabs, here’s a look at how much each player won at the 2026 Masters tournament.

For players that did not make the cut, they still earned $25k for their efforts at the year’s opening major.

1: Rory McIlroy, $4.5 million
2: Scottie Scheffler, $2.43 million
T3: Tyrrell Hatton, $1.08 million
T3: Russell Henley, $1.08 million
T3: Justin Rose, $1.08 million
T3: Cameron Young, $1.08 million
T7: Collin Morikawa, $725,625
T7: Sam Burns, $725,625
T9: Xander Schauffele, $630,00
T9: Max Homa, $630,00
11: Jake Knapp, $562,500
T12: Jordan Spieth, $427,500
T12: Brooks Koepka, $427,500
T12: Hideki Matsuyama, $427,500
T12: Patrick Reed, $427,500
T12: Patrick Cantlay, $427,500
T12: Jason Day, $427,500
T18: Viktor Hovland, $315,000
T18: Maverick McNealy, $315,000
T18: Matt Fitzpatrick, $315,000
T21: Keegan Bradley, $252,000
T21: Ludvig Aberg, $252,000
T21: Wyndham Clark, $252,000
T24: Matt McCarty, $182,083
T24: Adam Scott, $182,083
T24: Sam Stevens, $182,083
T24: Chris Gotterup, $182,083
T24: Michael Brennan, $182,083
T24: Brian Campbell, $182,083
T30: Alex Noren, $146,250
T30: Harris English, $146,250
T30: Shane Lowry, $146,250
T33: Gary Woodland, $121,500
T33: Dustin Johnson, $121,500
T33: Brian Harman, $121,500
T33: Tommy Fleetwood, $121,500
T33: Ben Griffin, $121,500
T38: Jon Rahm, $105,750
T38: Ryan Gerard, $101,250
T38: Haotong Li, $96,750
T41: Justin Thomas, $92,250
T41: Sepp Straka, $87,750
T41: Jacob Bridgeman, $83,250
T41: Kristoffer Reitan, $78,750
T41: Nick Taylor, $74,250
46: Sungjae Im, $69,750
47: Si Woo Kim, $65,250
48: Aaron Rai, $61,650
T49: Corey Conners, $57,600
T49: Marco Penge, $57,600
51: Kurt Kitayama, $55,250
52: Sergio Garcia, $54,000
53: Rasmus Hojgaard, $52,650
54: Charl Schwartzel, $51,300

19th Hole

CBS’s Sunday Masters coverage slammed by golf fans

Published

1 month ago

Apr 13, 2026

Gianni Magliocco

While Sunday was a dramatic day at the Masters, many golf fans were left feeling frustrated by the CBS final round coverage.

There were plenty of moments that golf fans took to social media to air their frustrations on Sunday over, including a lack of shots being shown throughout the day, being behind the live action, confusion over the approach shots of the final group on 18, and providing an angle for the winning putt where the cup couldn’t be seen.

Here’s a look at some of the criticisms that were directed at the CBS coverage throughout the day on X:

This has been a brutal broadcast for CBS. When the folks from Augusta sit down with them this year, you can bet they’ll talk about this 15 seconds where we have no idea where Rory’s ball went, and Dottie moans. #TheMasters pic.twitter.com/ak3mkpIN7V

— Ryan (@PossiblyRy) April 12, 2026

It’s rare criticism coming in for CBS, who are usually heavily praised for their Masters coverage each year.

19th Hole

The surprise club Tommy Fleetwood says is key to his Masters chances

Published

1 month ago

Apr 7, 2026

Gianni Magliocco

Tommy Fleetwood goes in search for the first major victory of his career again this week, with the Englishman proving to be a popular pick at Augusta National.

Fleetwood’s best showing at Augusta came back in 2024 where he finished T3, and while speaking at his pre-tournament press conference, the 35-year-old emphasized the importance of his 9-wood in his pursuit of the green jacket.

Speaking on Tuesday to media, Fleetwood said:

“It’s a great 9-wood golf course. I think it’s always been — I can’t remember when I first put like a 9-wood in or a high lofted club, but it’s a perfect like 9-wood golf course. I’ve had that in the bag for a few years.”

The Englishman continued, revealing that his strategy for the week won’t just be to hit driver off the tee as much as possible:

“Yeah, it’s funny really because I know Augusta is probably associated with being fairly forgiving off the tee in a way, so you think you can whale around driver a little bit. But I don’t necessarily think that’s always the play for me. I think there’s holes that set up really well where I can draw it with the mini driver if I’m feeling less comfortable with the driver and things like that.”

That strategy he believes will make his TaylorMade Qi10 9-wood extra critical this week in Georgia:

“The biggest thing is the 9-wood for me. If I can put myself in position on the par-5s or the 4th long par-3, like it — for me, I can’t really hit that high 4-iron, so 9-wood helps me a lot.”