John Daly's Masters Tournament days are nearly two decades behind him. Yet the event remains extremely lucrative for the two-time major champion, perhaps more so now than ever.Daly is a fixture in Augusta, Georgia, every year during Masters week. There, he camps out at Hooters, less than a mile from the tournament site, to turn it into another iconic spot for the week. Along the way, he sells hats, golf balls, cigar boxes and other custom items.If it looks like a mom-and-pop operation, nothing could be further from the truth. Daly's team confirmed to ESPN that they sold more than $780,000 in 2024 alone, an amount they expected to surpass in 2025.By comparison, only the top 5 finishers in the most recent edition of the Masters received more money for their results in the event.Hats sell for $40, balls for $10 and cigar boxes for $250, so the quantities of each item sold are astronomical. Each piece of merchandise carries either Daly's image, brand or signature.According to ESPN, on the Monday of the 2025 Masters week, there was a huge line outside Hooters to meet Daly and buy his merchandise, despite the incessant rain that dominated the day. The golf icon's caddie, Lance Odom, was in charge of keeping the line in order."The people come here and it's like the first time to Disney with him," Odom said. "Each person that comes up, they have a story. It's like being with Michael Jordan. You can't go to the gas station without people coming up."The fans who lined up for a minute with the legendary player were very vocal about what kept them there:"Growing up, I had two heroes: Pete Rose and John Daly," Scott Grennell of Hinesville, Georgia, said. "And I got to meet one today.""He was one of the guys who changed it, an ordinary guy like that. He won the Open. Dude's got my admiration," Toronto resident and Liverpool, England native, Ed Burns, said."He's like the guy in your golf group. He's just a lot better," Jason Gamble said for his part.John Daly played in 12 editions of the Masters Tournament, making eight cuts. His best finish was a tie for third in the 1993 edition, which was also his only top-10 finish. His last appearance in the event was in 2006.Daly burst onto the golf scene in 1991 when he pulled off one of the most incredible feats in recent history by entering the PGA Championship as the 9th alternate and winning the tournament. It was also his first PGA Tour victory.He would go on to win four more times on tour, including the 1995 Open Championship, his second major title.More Golf: Justin Thomas Wins RBC Heritage in Dramatic Fashion, Snaps PGA Tour Drought