Why the Masters gnome is rivalling Rory McIlroy to be Augusta National's biggest star this week

History-making leader Rory McIlroy might be creating the most noise at this year’s Masters tournament, but he has an unexpected rival when it comes to grabbing all the headlines.

McIlroy mania is in full flow following his record-breaking lead going into moving day at Augusta National, a six-shot advantage fuelled by a seven-under-par score of 65 on Friday that puts him on 12-under at the halfway stage.

But while the patrons jostle for the best vantage points greenside and on fairways to catch a glimpse of the reigning champion who is on course to become only the fourth player ever to win back-to-back Masters titles, they are also seeking to gain an edge in the pursuit of this year’s must-have item from the golf shop - the Masters gnome!

Gone are the days, for this year at least amid rumours that the gnome might be discontinued, are over-eager fans walking briskly to their favourite spot on the course to put in place their seats on the side of their preferred green - normally the 18th, 12th or 16.

Instead, in its place is the avante-garde battle to secure one of the limited edition, 13.5-inch figurines that Masters organisers would never have imagined would become such hot property or so big when they introduced them 10 years ago.

It’s reported that only 1,000 each day are put on sale in the merchandise store, which Forbes claims produces $10m in revenue each day of the major.

However, for those who have their ear to the ground - just like the gnomes - the daily batch, which can only be purchased during Masters week inside the gates, is selling out within an hour of the Augusta National opening.

Just like McIlroy’s search for birdies this week, they are very much in demand and potentially lucrative.

Indeed, some of this year’s edition can already be found on ebay 16-times more expensive than its original price of $59.50, plus tax. And that figure will likely increase ten-fold amid talk that Masters officials might cut short the gnomes’ stay in the golf shop shelves.

At a venue where respect and etiquette is expected not just among the players but also among the patrons, reports of visitors to Augusta National elbowing each other out of the way in pursuit of this year’s must-sought-after piece of merchandise doesn’t sit easy. So much effort and planning is put into making everyone’s Masters experience the best it possibly can be.

A distraction over the wonderful golf McIlroy & Co are producing out on the course will also make some uncomfortable.

But even Masters chairman Fred Ridley has no idea what is to become of the gnome.

When rather bizarrely asked whether this year’s edition would be the last on Wednesday, he responded: ‘I've been asking that question for several years, and they won't tell me the answer. So I can't help you.’

Who ‘they’ are remains unknown.

Maybe McIlroy, who has found all the answers to this year’s Masters challenges to date, might be the man in the know!