The Masters is back — and so is the merch

Back in full swing

The Masters kicked swung off earlier this week in Augusta, Georgia, marking the unofficial start of golf season.

And while many are tuned in to see if the favorite, Scottie Scheffler, will win the coveted green jacket, or if the returning champion Rory McIlroy or Jon Rahm will wear it, I’m focused on the merch. Sue me.

I’m not the only one. The Masters merch, which is only sold on-site (unless you’re OK with paying a lot more on the resale market), is one of the tournament’s biggest revenue streams. Some reports say it’s previously brought in about $69 million.

The Masters’ garden gnomes have been all the rage for years, but this year — with reports that they may be discontinued — the fervor over these little odd-bearded creatures has reached fever pitch.

The golf tournament revealed on Instagram that this year’s gnomes are sporting green Masters’ hats, navy blue vests, and khaki slacks. The gnomes’ hands are also full: One is holding a coffee cup, and the other’s got a matching umbrella. It’s a nice nod to Georgia’s weather, since it’s a bit rainy this time of year.

While it’s nearly impossible to get your hands on these coveted creatures (they tend to sell out by morning!), there’s still plenty of other merch available if you can withstand the lines in the pro shop.

And for those of us watching from afar, it still feels like we’re buying into the moment. Right?