The masters makes $70million from merch in ONE week!

2 May 2026 · 1 min

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In this short YouTube monologue, Dan Novaes explains how the Masters golf tournament earns about $70 million in merchandise sales within a single week by selling all items exclusively on‑site, with no online store or third‑party resellers. He frames this approach as a deliberate scarcity strategy rooted in the tournament’s broader brand of exclusivity—limited tickets, a single venue, and a once‑a‑year experience. Novaes contrasts this model with the Super Bowl’s multi‑channel, global merchandise strategy, noting that despite broader reach, the Super Bowl generates less merch revenue. He concludes with an entrepreneurial takeaway: intentionally limiting access can create perceived rarity, prompting customers to spend more. He ends with a call‑to‑action to follow UBK for more entrepreneurial stories.

Chapters

The Masters makes $70 million in merch in one week, and you can't buy a single item online. That's not a limitation, it's the strategy. Here's the play: The Masters tournament is built on exclusivity. Same course every year, limited tickets, once-in-a-lifetime access. So they do something no one else can— they sell merch only on-site. No website, no resellers, no second chances. If you don't buy it there, you don't get it. That creates urgency. Now, people walk in and spend hundreds, sometimes thousands, from one store. Compare that to the Super Bowl— global sales, multiple channels, and still less total revenue. Why? Because the Masters sells scarcity. The lesson: don't always scale access, limit it. Because when something feels rare, people pay more to be part of it. For more entrepreneurial stories and information like this, follow UBK.