Masters’ Concession Prices: Why Augusta National Keeps Them Low
Filmogaz.com provided live coverage of the 2026 Masters Tournament in Augusta, Ga. On a sunny Saturday, Buffalo Bills quarterback Josh Allen walked the first fairway eating an egg salad sandwich.
Menu costs at Augusta National
Concession prices at the event remain exceptionally low. The cheapest sandwiches sell for $1.50, unchanged for years.
- Pimento cheese and egg salad sandwiches: $1.50
- Most expensive sandwiches: $3
- Soft drinks: $2
- New Masters candy bar: $2.25
- Crow’s Nest beer: $6
If you bought one of each item offered at a stand, the total would be $78.75. Those totals compare favorably with Super Bowl concessions and many stadium menus.
Context and comparisons
Attendees can buy a sandwich and a beer for less than $10. A chicken sandwich at the event costs less than a gallon of gas in some areas.
That contrast drives interest in Masters’ concession prices among fans and reporters.
Historic decisions behind the pricing
Augusta National was founded in 1932 by Clifford Roberts and Bobby Jones. The club nearly failed during the Great Depression.
Founders used the new tournament to build membership and ensure the club’s survival. That strategy shaped financial priorities for decades.
Club policy on tournament profits
Author David Owen details the club’s approach in The Making of the Masters. Roberts argued that tournament profits should fund future tournaments.
The practice continues. Earnings are reinvested into the next year’s event rather than distributed to members.
Financial strength and choices
Augusta National earns from broadcast rights, sponsors, and merchandise. The club retains control over how it presents the tournament.
CBS has held long-running broadcast rights for seven decades. Early rounds also air on ESPN and Amazon Prime.
Sponsorship and merchandise
Champion partners include Bank of America, AT&T, IBM and Mercedes‑Benz. Tournament partners include Delta, Rolex and UPS.
Merchandise sales can reach roughly $1 million per hour during Masters week. Profits from souvenir items generate sizable revenue.
Why prices stay low
The club does not need concession revenue to balance its books. That financial independence explains Masters’ concession prices and the policy behind them.
Augusta National prefers to preserve the tournament’s atmosphere over maximizing short-term sales. It limits on-course advertising and resists price hikes.
Recent investments and budgeting
Proceeds from this year’s tournament help fund next year’s operations. The club opened a new players-and-family building this season.
Despite upgrades, menu prices remain stable. The cost of a pimento cheese sandwich will not rise to cover capital expenses.
