Masters Swag and Marketing Exclusivity

“Where’d you get that hat?”

If the hat has the iconic Masters logo on it, you don’t even have to ask. They got it at the shop at Augusta.

Merch for golf’s legendary course and most popular tournament is not available online or at any other retailers.

Typically, sports merchandise is all about exposure. More people wearing a team’s gear means more sales and more popularity.

Mastering Merch Offerings

Marketing plays a pivotal role in increasing that exposure for sports teams and all kinds of organizations. Marketers are often tasked with maximizing the number of people exposed to a brand, whether that’s through logos on t-shirts or search results.

The Masters is different. The exclusive gear is part of the experience. It creates a strong desire and a willingness to buy. Most golfers have plenty of hats and shirts. But few would ever attend the Masters without buying something that proves they were there.

They’re also less likely to balk at the price or nitpick the options when they’ve got a once-in-a-lifetime opportunity to buy.

The strategy pays off. Thousands of people line up for a chance to snag some swag.

The Masters, for its part, does a great job updating the merchandise each year to keep interest high.

It’s just one part of the highly curated experience at the Masters, which manages everything from the ticket packages and the food to the broadcast. Golf Digest calls it “excellence personified.”

Sure, there are ways to get bootleg or second-hand Masters merch. But it’s a faux pas to wear it if you haven’t experienced Augusta for yourself.