LIV Golf and New Era sign new deal

LIV Golf and New Era sign new deal

April 22, 2024

LIV Golf has announced a multi-year partnership agreement with US headwear company New Era, which thus becomes the Official Cap of Saudi Arabia’s Public Investment Fund–backed league

As per the deal, New Era products will be worn by the LIV players on the tour. Additionally, the company’s products will also be featured at all LIV Golf events. 

Chris Koch, Chief Executive Officer, New Era Cap Company, commented:

We are thrilled to add LIV Golf as an official league licence partner. 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.

Monica Fee, Senior Vice President and Global Head of Partnerships, LIV Golf, said:

We are proud to join forces with an iconic brand like New Era Cap as the Official Cap of the LIV Golf League. Pairing LIV Golf’s star players with New Era’s renowned and stylish headwear is a natural fit as we work together to drive more interest in our sport, build the identity of our League’s teams and continue to grow our global fanbase.

Aditya Chaudhuri

Hailing from the City of Joy, the things that bring me joy are cricket, a good non-tilt CS:GO session, F1 and movies.

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