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New Masters Merchandise Unveiled at Augusta National Golf Shop
Fans line up early to snag the latest hats, coasters, and Smathers & Branson accessories for the 2026 tournament.
Apr. 4, 2026 at 4:35pm
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As the 2026 Masters Tournament approaches, the golf shop at Augusta National Golf Club has unveiled a variety of new merchandise items, including hats, coasters, and Smathers & Branson accessories. Eager fans lined up early on Saturday morning to get their hands on the latest offerings, which include a retro-style Masters hat, a 'Now Driving' cap, a 'Peach' hat, and an assortment of keychains and wallets featuring Masters-themed designs.
Why it matters
The Masters Tournament is one of the most prestigious events in golf, and the merchandise sold at Augusta National is highly coveted by fans. The release of new and exclusive items each year generates excitement and drives sales, contributing to the overall experience and tradition of the tournament.
The details
Inside the Masters Golf Shop, patrons were greeted with a variety of new inventory, including hat selections, clubhouse umbrella coasters, and a new layout of hand-stitched needlepoint items for the 2026 Masters. Among the new hat offerings were a beige cap with 'MASTERS TOURNAMENT' written in capital letters, a blue cap that said 'Now Driving,' and a peach hat that simply said 'Peach.' The Smathers & Branson display featured a freshly designed blue wallet knitted with Masters logos, a belt to commemorate Amen Corner, and keychains with designs of a gnome and pimento cheese sandwich.
- The line for the Masters Golf Shop at Augusta National Golf Club began forming around 7:30 a.m. on Saturday.
The players
Andy McMichael
A first-time visitor to Augusta National who was able to purchase a new Masters hat.
Tina Peters
A fan who wanted to buy multiple keychains and a set of Clubhouse umbrella coasters from the new 2026 Masters merchandise collection.
What they’re saying
“I was too late to get a (full-sized) gnome, but I think these hats will do.”
— Andy McMichael
“Is it bad that I want all of these?”
— Tina Peters
The takeaway
The release of new and exclusive Masters merchandise is a highly anticipated annual event that contributes to the overall experience and tradition of the tournament. Fans are eager to get their hands on the latest offerings, which this year include a variety of hats, coasters, and Smathers & Branson accessories featuring Masters-themed designs.
