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April 08, 2021

Masters Merch Frenzy Returns to Augusta

The 2021 branded items may be the hallowed tournament’s most sought-after collection.

By  Christopher Ruvo

When it comes to exclusive branded merchandise, swag for the Masters is at the top of the list.

That’s definitely by design, and this year’s collection of merch may be among the choicest and most sought-after given the disruption of COVID-19.

Masters logo on golf ball

One of professional golf’s four major tournaments and the first major of the year, the Masters is held the first full week of April at Augusta National Golf Club in Augusta, GA. The 2021 edition teed off on Thursday, April 8. And in the lead up to that, there was a clamor among attendees to fill their Masters-branded tote bags with as much 2021 tournament swag as their bank accounts would allow (that’s generally a lot with this crowd).

Why? Because Masters merch can only be bought at Augusta during the few days before and during tournament time. Sure, you might be able to find stuff secondhand or get a pal who’s lucky enough to be attending to snag you a hat or tee while he’s there, but folks tend to want to hang on to their Masters gear. It’s a kind of badge of honor, a sign – some would say a brag – that you were part of that select group that was actually there.

Now admittedly, the Masters broke with its onsite merch tradition in 2020, when COVID-19 forced the tournament to be moved to November and patrons couldn’t attend. As such, the Masters made an online shop available only to ticket holders. In 2021, there’s a mixed model, with a patron shop open at the golf course and an online shop, again for patrons only. Reports indicate that the shopping is open to 2020 ticket holders as well.

Not surprisingly, organizers have limited attendance at the 2021 Masters because of COVID-19. And, the tournament is the first after coronavirus nixed any attendance last year. Those factors could combine to make 2021 Masters merchandise some of the tournament’s most sought-after selections ever.

Naturally, there’s no shortage of new-for-this-year, on-trend golf shirts, quarter-zips, caps, balls and more traditional products. As Golf Digest reports, there’s also some fun quirky stuff on offer. That includes T-shirts that are an ode to the pimento cheese sandwich – a snack that, if a sandwich can be called legendary, is in fact that, given its association with the Masters.

You can also score a lawn gnome based on a patron who has been to many Masters. The adorable, pudgy gnome wears a shirt decorated in old Masters badges, as Yahoo Sports reports.

Infant bodysuits, needlepoint belts, dog leashes and Masters-printed teddy bears were among the items for sale, as were “Masters yellow” bucket hats. One especially rare item was a pair of $495 Maui Jim sunglasses, the bridge of which were modeled on the famous Hogan Bridge at Augusta National, Golf Digest reported. Only 100 pairs were made.

Keepsakes also included the latest in Masters Christmas ornaments, including one depicting the 13th hole. The Masters logo and “2021” decorate the top of the ornament (see it here). For those keen to use their olfactory capacities to transport themselves back to Augusta in April once the tournament is over, there’s an Azalea candle featuring “fragrant notes of vanilla, cedarwood and amber... to evoke the warmth and comfort of the atmosphere of the Masters.”

The Augusta National Women’s Amateur tournament, which preceded the Masters, also got a lot of attention. Swag for the event included branded totes, golf flags, keychains and can coolers.

Notably, as Golf.com reported, equipment manufacturers and apparel creators have crafted “some of the coolest custom pieces of golf gear imaginable” to celebrate the 2021 Masters. While select, some items here were available to the public.

If you’re fortunate enough to be at Augusta, you’re likely to work up a thirst from all that shopping and pimento sandwich-munching. As the below tweet indicates, Augusta covered that base too, ensuring you’d be slaked.

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