The Masters this year will generate about $115M in revenue, which is "more than a five-fold increase" from the $22M estimate for the '96 event, according to Ron Sirak of GOLF DIGEST. The $115M figure "could translate to a profit" of almost $30M, compared to $7M in '96. Those who "understand the business and Augusta National reveal this picture: The Masters makes a lot of money, leaves perhaps even more on the table, spends a lot of money to make its tournament better, and gives away a lot to help grow the game." Since taking over as Chair in '06, Billy Payne has "non-intrusively yet dramatically increased revenue and expanded ways in which the club gives back to the game." Ticket prices "went up this year for the second time" since '12, but even with a $75 increase to $325 for a "badge that gains access to the four competitive rounds, the Masters is still one of the great bargains in sports." Augusta National "does not release Masters attendance," but add an estimated $12M from the 2,000 people who pay for access to Berckmans Place "to the estimated 40,000 Thursday-Sunday patron badges sold at $325 each" and an estimated 150,000 practice-round badges that go for $65, that results in $34.75M in ticket revenue. Masters officials "could probably triple the ticket prices and still sell out." Meanwhile, concessions are "likely run on a break-even basis -- or even at a loss." And "imagine how much more they could make if they opened an online store to augment the merchandise pavilion." Nowhere is Augusta National "showing more restraint than with its domestic TV rights." This is the 60th consecutive year CBS "has broadcast the Masters on a one-year contract." A source said, "After the Masters, CBS sends an invoice to Augusta National, and they check it out and get the money from their corporate partners to cover production costs." Sirak notes that means that IBM, AT&T and Mercedes-Benz pay about $6-8M each "in exchange for four minutes of advertising time per hour -- about one-third of the commercial interruptions of other sporting events" (GOLF DIGEST, 4/ '15 issue).
