Jeff Lange / USA TODAY NETWORK
The Masters is a tradition unlike any other, but there’s another one that’s been a staple in Augusta for close to 30 years courtesy of John Daly. The beloved golfer has posted up at the Hooters near the course where the tournament takes place since the mid-1990s, and it’s apparently a very profitable venture based on how much merch he manages to move.
In 1991, John Daly burst onto the scene in the wake of his wildly unlikely victory at the PGA Championship that year (he was the ninth alternate and only earned a spot in the field when Nick Price dropped out after his wife gave birth to their first kid).
That victory thrust the man known for his long drives, colorful outfits, and affinity for booze and cigarettes into the spotlight and also came with plenty of perks—including an invitation to compete in The Masters for the first time the following year.
He finished in a tie for 19th before ending up in third place in 1993 to mark what would be his best performance at Augusta National during his dozen appearances at The Masters, the last of which came in 2006.
Most players who compete in the major rent a house in Augusta for the week, while others opt for a hotel or an RV parked near the course. Daly has famously gone with that last option every single year since 1997 while posting up in an incredibly on-brand location: the parking lot of the Hooters right down the street from the hallowed golf club.
Plenty of golf fans make the pilgrimage to that Hooters for the chance to rub shoulders with the two-time major winner who’s currently 58 years old, and he’s more than happy to take pictures and sign autographs while hawking a wide variety of merchandise with his name on it.
According to ESPN, it’s become a very lucrative venture for Daly, as the outlet stopped by the Hooters earlier this week to document the scene while learning he sold $780,000 worth of merch in 2024 with the help of $40 hats, $10 autographed balls, and boxes of cigars that go for $250.
There’s a chance this tradition could come to an end in the near future now that Hooters has filed for bankruptcy, but Daly’s certainly making the best of it while he still can.