The Masters Tournament is set to generate around $70 million in merchandise sales during the 2026 tournament week, significantly outpacing the Atlanta Braves, who earned $25 million in merchandise sales over an entire year. This impressive figure translates to approximately $10 million per day, or nearly $1 million per hour. The surge in sales is largely attributed to the highly coveted Masters gnome, which retails for $59.50 and sells out within the first hour each day. Fans have been known to wait up to 90 minutes to enter the merchandise shop, and demand has driven resale prices close to $1,000. Additionally, the overall merchandise experience at Augusta National remains a key part of the event, with reports of individual purchases reaching around $3,000. The Masters also continues to be a lucrative event in terms of prize money, with the total purse for 2025 reaching $21 million, highlighting its status as one of the biggest paydays in golf.