April 12, 2024

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The Masters is underway, and so is the frenzy that descends upon Augusta each April. … Fanatics is hoping live events will be a lucrative, new revenue stream. … Masters rookie Jake Knapp isn’t thinking about any potential paydays. … And winner’s checks at Augusta National have steadily risen over the years.

— Eric Fisher [[link removed]] and David Rumsey [[link removed]]

Cheap Sandwiches, Pricey Shirts, and the Wild World of the Masters [[link removed]]

Rob Schumacher-USA TODAY Network

The Masters teed off Thursday morning, undeterred by a brief rain delay. A little moisture in the sky wasn’t nearly enough trouble to keep tens of thousands of patrons from entering the grounds of Augusta National Golf Club, which this week is basking in its annual spotlight as the only place any lover of the game would want to be. It truly becomes a de facto Disney World for golf.

This week, some traditions remain unchanged, new ones are being formed, and the hype around golf’s most popular tournament is still growing.

I’ll Drink to That

The pimento cheese and egg salad sandwiches at Augusta National are still $1.50 each, but beer prices at the Masters have gone up by $1: patrons’ choice of domestic, import, or the Crow’s Nest craft brew now costs $6, as opposed to $5. That modest increase hasn’t slowed down sales, though, as plenty of fans were spotted earlier this week with huge stacks of both frosted white and green Masters-branded plastic cups—an easy fan favorite souvenir. But perhaps to the chagrin of some ticket holders, liquor is offered only in hospitality areas. “Where did you get those?” was a common question heard during Monday and Tuesday practice rounds as some lucky attendees, who can take said beverages out on the course, carried around cocktails like the flagship azalea [[link removed]].

Market Demand

You won’t find too many images online of the heralded Masters merchandise shop, where photography is prohibited, and outside brands are almost nonexistent (Peter Millar does have a Masters collaboration offered in-store). This week, a standard Masters golf polo is going for $89, but the hottest item has been the Masters garden gnome, which has gained a cult-like following throughout the years. One cashier said gnomes were selling out within 20 to 40 minutes of opening. They cost $50 at Augusta National but can resell [[link removed]] for thousands of dollars online.

Off the Course

While the sanctity of Augusta National is unmistakable on-site, once you step away from the revered property, everything changes. Former major champion John Daly’s weeklong party at a Hooters just a mile away from the Masters is still a huge draw. In between exits on I-20 for Washington Road and the Bobby Jones Expressway sits a vast billboard for Augusta’s X-Mart Adult Supercenter. Ticket scalpers on the side of the road make no bones about squeezing every penny they can out of fans: Prices for Thursday’s first round had dropped to $1,400 due to the forecast, one scalper said early Wednesday.

Sky High

Of course, Augusta is a hot spot for golf fans this week, but it’s also the place to be for anyone looking to get big business done. Airports in Augusta and Atlanta, which is more than a two-hour drive away, are seeing a 38% increase in business travel this week as opposed to Masters week last year, according to bookings made by FCM, the corporate travel division of Flight Centre Travel Group. Compared to other big sporting events, business travel into Atlanta this week is up 120% over a weeklong span in October 2021, when the Braves were in the World Series, and up 730% from late December ’22, when Georgia played Ohio State in the College Football Playoff semifinals at Mercedes-Benz Stadium.

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Shaping the Future of Fan Consumption

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Front Office Sports and WSC Sports have joined forces to honor the remarkable work of content and product teams shaping the future of fan engagement with the 2024 Tech Playmakers Award [[link removed]]. Here’s how it works:

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Fanatics Steps Into Live Events After Being Tripped Up by Uniforms [[link removed]]

Design: Alex Brooks

Fanatics’ live event aspirations are now coming into full reality, just as other parts of the company’s business face ongoing criticism and rising competitive pressures.

The sports merchandising giant announced Thursday plans for the debut of Fanatics Fest NYC, a three-day convention in New York celebrating sports fandom, culture, and collecting. Set for Aug. 16–18 at the Javits Center, the festival marks the first major, company-branded iteration of Fanatics Events, a live and special event division of the company formed [[link removed]] last summer. Modeled somewhat after pop culture staples such as the New York Comic Con, Fanatics Fest NYC will feature a series of collectors’ showcases, product releases, and appearances by major stars such as Tom Brady, Peyton and Eli Manning, Derek Jeter, Kevin Durant, and Sabrina Ionescu.

Fanatics described the event as “residing at the intersection of sports, culture, entertainment, and collecting,” and it follows the company’s recent production of WWE World at WrestleMania, an interactive fan experience created in conjunction with the pro wrestling showcase.

Given Fanatics’ deep ties with nearly every major North American sports league, ownership of companies such as Topps, Mitchell & Ness, and PWCC Marketplace, moving into live events, particularly around fandom and collecting, is a natural step for the company. It’s also an expansion that mirrors the aspirations of many media companies looking to diversify their revenue models.

Ongoing Criticism

But the reveal of Fanatics Fest NYC also arrives as there are developments surrounding other parts of the sprawling operation. After rising fan complaints [[link removed]] around its merchandising operation, Fanatics has faced nearly two months of relentless criticism for its role in MLB’s much-derided [[link removed]] uniforms [[link removed]] debuting this season. Fanatics is acting essentially as a subcontractor for Nike, but that hasn’t stopped the rebukes.

“We’re doing everything as we’ve been told, and we’re getting the s*** kicked out of us,” Fanatics CEO Michael Rubin said in early March at the MIT Sloan Sports Analytics Conference. “So that’s not fun. [The] biggest thing I probably learned is if we’re involved in something, we need to make sure that everybody better be on board. … They got certain players on board, not all players on board.”

Meanwhile, Fanatics’ sports memorabilia business is facing a heightened push from key rival eBay, which earlier this week purchased [[link removed]] prominent operator Goldin Auctions.

FRONT OFFICE SPORTS TODAY Jake Knapp Plays Through Masters Pressure

Kyle Terada-USA TODAY Sports

Two years ago, Jake Knapp was a bouncer at a nightclub called The Country Club. Now he’s golfing in what might be considered the greatest country club in the world—the rolling, verdant greens of Augusta National. Knapp shot 74 (+2) in the first round, but ahead of the tournament we spoke with the up-and-coming golfer about how his recent success has changed his life and career, why he’s open to a Lakers collab, and what he hopes to gain from his first trip to the Masters.

🎧 Listen and subscribe on Apple [[link removed]], Google [[link removed]], and Spotify [[link removed]].

TIME CAPSULE April 12: Greenbacks for Green Jackets

Rob Schumacher-USA TODAY Sports

On this day in Masters history, nine golfers won green jackets. While the symbolic reward has remained the same, payouts for victors at Augusta National have risen dramatically throughout the years:

1953: Ben Hogan, $4,000 1954: Sam Snead, $5,000 1964: Arnold Palmer, $20,000 1981: Tom Watson, $60,000 1987: Larry Mize, $162,000 1992: Fred Couples, $270,000 1998: Mark O’Meara, $576,000 2009: Ángel Cabrera, $1.35 million 2015: Jordan Spieth (above, left), $1.8 million

Last year, Jon Rahm’s winner’s check was $3.24 million. This year’s total purse hasn’t been disclosed yet.

FUTURE OF SPORTS

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Find out why green sports venues are one of the hottest trends in real estate, how sustainable efforts drive revenue and sponsorships, and learn insider details on motor sports’ zero-carbon future. The relationship between sports and environmental responsibility is stronger than ever.

Whether you’re looking to be entertained and inspired by success stories, learn about innovative green solutions, or gather insights on the economic benefits of adopting green practices in sports, Future of Sports: Sustainability has something for everyone. Join us [[link removed]]Monday, April 22 at 1 p.m. ET.

Conversation Starters Thursday marked the first round in a major championship Tiger Woods has played since withdrawing from last year’s Masters. Wearing his new Sun Day Red brand, Woods drew a huge crowd. Watch [[link removed]] his opening tee shot. Deion Sanders joined the Front Office Sports Today podcast and was very direct when it comes to the NFL draft and how, he says, teams influence picks. Listen to the full episode here [[link removed]]. Arkansas introduced John Calipari at a press conference Thursday, and Razorbacks booster and billionaire chicken magnate John H. Tyson received a standing ovation. Watch here [[link removed]]. Editors’ Picks ‘Nothing Is Off the Table’: New AAC Commissioner Isn’t Afraid of the Controversial Ideas [[link removed]]by Amanda Christovich [[link removed]]Tim Pernetti told reporters he’s specifically interested in private equity—and didn’t rule out athlete employment or unionization models. As Coaching Salaries Soar, He Sells to Soothe Sideline Stresses [[link removed]]by Daniel Kaplan [[link removed]]This salesman’s pitch: The average NFL coach earns more than $6 million per year—but that could all go up in smoke with one sideline collision. Shohei Ohtani’s Interpreter Stole $16 Million to Cover Gambling Losses, Feds Say [[link removed]]by Dennis Young [[link removed]]Authorities detailed how Ippei Mizuhara hid bank transfers from Ohtani. Advertise [[link removed]] Awards [[link removed]] Learning [[link removed]] Video [[link removed]] Podcast [[link removed]] Sports Careers [[link removed]] Written by David Rumsey [[link removed]], Eric Fisher [[link removed]] Edited by Matthew Tabeek [[link removed]], Catherine Chen [[link removed]]

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