Freshly bloomed azalea flowers, a crisp green suit jacket, pimento cheese sandwiches and the first few weeks of April all mean one thing – it’s time for the Masters. The Masters Tournament is one of four major golf championships and is arguably the most iconic due to its dedication to tradition and the game of golf. The tournament was first held in 1934 at Augusta National Golf Club in east Georgia, and traditions from its early years have shaped the championship into the esteemed brand it is today.
Jack Nicklaus, who holds the record for the most Masters Tournament wins, said, “The Masters isn’t just another tournament. It is something really special. I get as much excitement driving down Magnolia Lane now as I did 40 years ago.” What sets the Masters apart from other tournaments is its unique and unconventional traditions that have spanned decades and help distinguish it in the golf market.
Acquiring Tickets
When searching for tickets for the Masters, aspiring patrons are not going to stumble across tickets on SeatGeek, StubHub or Ticketmaster. Tickets are randomly distributed through a lottery system. Fans can apply during June in hopes of being selected for the following year’s tournament. The odds of being selected for a ticket through the lottery are through the lottery are 0.55% for the four tournament days according to forbes.com. The options outside of the ticket lottery are limited: a roughly $9,000 package from Premier Golf that includes accommodations, finding a badge holder willing to share a ticket, or risking a secondhand purchase not condoned by the Masters. Because Masters tickets are extremely coveted and hard to come by, the tournament feels more exclusive and out of reach.
No Phone Policy
Going to the Masters can feel like stepping through a time warp because Augusta National Golf Club has a zero-tolerance policy for any phone or mobile device being brought onto the course. This rule allows patrons to fully immerse themselves into the tournament and eliminates distractions. However, unlike other sporting events where attendees’ pictures and posts can serve as earned media, “Augusta National goes against the rules of marketing,” said Dr. Blakey, University of Alabama’s sport management undergraduate program coordinator. Blakey explained that traditionally in marketing, “We go to where our consumers are, and consumers are on their phones.” But Augusta National rewrites the rules for event marketing by staying true to its traditions and values through their list of prohibited items. Instead of relying on consumer-generated content and promotion, Augusta National has control over what is produced through its own media. A no phone policy could be a risky move for other sporting events because of the loss of earned media. The Masters advantage is that the event is so coveted and aspirational that patrons will do whatever they can to witness the magic in person, even if it means leaving their phone at the gate.
Concessions
Patrons who stop at a concession stand will be pleasantly surprised by the low prices for meals and snacks. There’s not a food item on the menu over $3.50. Sandwiches are either $1.50 or $3, and beers average around $6. With rising inflation prices, typically sporting event concessions can have egregious prices. At the PGA Championship in 2022, a pulled pork sandwich was $12.50 according to Golf.com. At Augusta National, a “Bar-B-Que” sandwich is $2.50. The low costs allow patrons to focus on the game and their experience and not worry about expenses. By prioritizing the patrons’ experiences, the Masters gets positive media coverage and word of mouth reviews. The prices preserve the authenticity of the Masters by resisting market inflation and staying close to the price points from its very first tournament.
The items on the concessions menu are also unique. Contrary to a typical hot dog, soft pretzel or nacho menu, the Masters concessions serve pimento cheese sandwiches, egg and chicken salad sandwiches, savory tomato pies, southern cheese straws and more. The Masters even has “A Taste of The Masters” kit for sale. During April, fans often host watch parties or birthday parties with a Masters theme and serve the famed foods. The food serves as an extension of the brand, connecting fans to the tournament on and off the course.
Skipping it on 16
One of the more underrated traditions is found at the 16th hole during the practice round. In 1972, tournament participant Gary Cowan purposefully skipped his ball across the lake and onto the green at the 16th hole. Now, many golfers attempt the ball skipping feat at the legendary hole. The Masters made a YouTube video called “The Fine Art of Skipping” and posted images and slo-mo videos to Instagram captioned, “A favorite tradition – skipping on hole No. 16.” These clips capture fun moments with some of the best golfers engaging with the skipping tradition. It’s not often golfers are seen playing around during a focused tournament, but this tradition allows for a fun moment to relieve the tension of the practice round. There’s even a hat for patrons to purchase that says “Skip it” in the merch shop. What was just a funny moment during the 1972 championship has morphed into a tradition that has inspired merchandise and media opportunities.
Par 3 Contest
The Par 3 Contest occurs on Wednesday of the tournament week, where players invite their families to caddie for them as they play a leisurely, relaxed nine holes. The caddies are comprised of wives, girlfriends, children and grandchildren. Masters.com states it best: “Of all the traditions of the Masters, none is more endearing than the annual Par 3 Contest.” This event allows for the world to connect with the players and see them from a different perspective because “We never get to see our favorite sports players in that kind of atmosphere,” said Masters sales attendant and Public Relations student at The University of Alabama, Alden Jipson. The golfers are joking around with their children, showing their personality and humility. The contest adds a personable element to the tournament and something more light-hearted for a game that is typically serious and focused. The Par 3 contest makes the Masters, an elite tournament, feel more like a relatable family affair, as players interact with their wives or parent their children.
Green Jacket Ceremony
After a champion is crowned, they get to hoist the Masters trophy and don a green three-button blazer with the Masters logo sewn on the chest. The champion of the tournament is allowed to take the jacket home for just one year before it must be returned and stored at the club. Members and past champions are the only ones allowed to wear the coveted jacket. The jacket itself has become an iconic symbol of success and elitism. The jacket ceremony has become a media moment as the newly crowned champion receives their green blazer from the previous year’s champion. The blend of symbolism and spectacle elevates the tournament’s brand and creates an iconic image to finish off the week.
Through many different long-standing traditions, the Masters has built a distinct and profound image. It’s not only a beautiful course that invites elite competition, but a brand with its own unique personality. The timelessness of the Masters brand has spanned across decades. By holding on to traditions, they have stood by who they are as a brand and created consistency and dependability that entice audiences year after year. Beyond just a sporting event, the Masters Tournament is a cultural experience. The Masters Tournament can influence other brands on “being authentic to who you are and how you make others feel,” said Dr. Blakey. When brands do that, “everything else falls into place,” she said. The Masters demonstrates that traditions and being true to personal branding builds a lasting legacy and experience that goes beyond just the sport itself.
