During Masters Week 2025, when others wondered if Rory would finally seal the deal, recapping their “Masters Haul” on TikTok, or eating celebratory pimento cheese sandwiches at home, I had a different fixation.
This was the 89th Masters. How will the tournament capitalize on the year 90 in 2026?
(Let me give a significant caveat: I am a novice golf fan and have experienced the tournament in person once during a practice round. My curiosities reflect that limited perspective.)
As a marketer, my thoughts naturally wandered to the opportunities of a milestone year, and I imagined an even deeper focus on heritage and legacy. They already capitalize on this “tradition unlike any other,” but what else could we uncover? 90 unknown facts about the tournament?
For example, I learned this year that the top-ranked member at Augusta National will join a pairing in the tournament as a “non-competing marker” if the numbers are not even (aka Tom Kim played with member Michael McDermott in the third round this year).
I envisioned commemorative branding just for the 90th—the Masters Shop already makes nearly $70 million every year during the week of the tournament. Patrons and fans clamor for rare gear, so what additional special edition items could mark the 90th?
In 2016, the Masters introduced a commemorative gnome that is updated yearly and is deeply limited in supply. They are 18 inches tall and sell out daily within an hour or so of the shop opening. A complete collection of every gnome made (priced at less than $50) could be worth $25,000. This audience appreciates rare bits of memorabilia.
I also wondered what philanthropic-minded efforts could be made as part of the celebration. Augusta National is already known for its community-focused generosity to its own region, specifically to improve education and golf access to more individuals. But what could become possible in association with the year 90, or even “teeing up” something building towards the centennial in 10 years?
At TealHaus, we have worked with dozens of organizations celebrating a milestone year of operation. Shockingly, several did not even recognize the anniversary approaching until we reflected on it during a Discovery and Alignment Exercise.
Any organization with an anniversary year on the horizon has a huge PR opportunity.
Recently, we helped the Fine Arts Center mark 50 years with a celebrity-studded alumni concert and fundraiser. We are currently working with Raby Construction to form their campaign for year 30, which will kick off in 2026. Fuller Group commemorated 25 years with a client, employee, and partner event, including a retirement nod to founder Bill Fuller and his scholarship fund at Greenville Technical College.
When COR3 Design turned 10 during the pandemic, but wanted to celebrate a year later, we created a clever “Year 11” campaign with custom Jenga Sets and home party kits to mark the occasion with a select group of clients and partners. College Unbound is marking 10 Years of transforming opportunities for a college degree this May with a fundraising event, alumni-designed commemorative poster, custom logo for swag, and even a signature “special sauce” hot sauce.
And those are just a few examples.
A milestone year in your organization is an opportunity to unite your culture and internal audience, create a buzz in the local media, and do something generous for the community that helped you grow.
We will be watching to see what the Masters will do for year 90—or if they will wait to capitalize on year 100—but we know firsthand the power of utilizing an anniversary celebration to amplify an organization’s value propositions.
Do you have a milestone year coming up in your organization? Know what is coming, and start planning now. It’s a “low-hanging fruit” marketing opportunity you cannot afford to miss!
