LIV Golf Tees Up New Era Deal
LIV Golf has entered a multi-year partnership with New Era that sees the US lifestyle brand become the official cap of the LIV Golf League.
As per the agreement, New Era hats will be worn by players throughout the season, with the company set to receive prominent visibility across LIV events.
The Buffalo-based firm has already established an expansive roster of sports partnerships that includes league-wide deals with the NFL, NBA, and MLB.
In the UK, New Era is a partner of Premier League football clubs Manchester United, Chelsea and Tottenham Hotspur, as well as Scottish giants Celtic, and Formula 1 teams McLaren Racing and Red Bull Racing.
Chris Koch, CEO of New Era, commented, “We are proud to join forces with an iconic brand like New Era Cap as the official cap of the LIV Golf League.”
“With LIV’s worldwide consumer following, and commitment to innovation and fan engagement, this opportunity aligns with our company’s focus on global expansion through authentic partnerships rooted in sport, culture and fashion.”
The new LIV Golf product range is available for purchase on the Saudi-backed tour’s online store, and will be sold at upcoming LIV events.
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