Buffalo (NY), New York (NY), West Palm Beach (FL) and London (UK) April 16, 2024 – LIV Golf and New Era Cap, the iconic sports and lifestyle brand, today announced a multi-year partnership in which New Era Cap will become the Official Cap of the LIV Golf League. Through the agreement, New Era Cap products will be worn by LIV Golf players and will be prominently featured at all LIV Golf events, with products also now available at

“We are thrilled to add LIV Golf as an official league license partner,” remarked New Era Cap Chief Executive Officer Chris Koch. “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.”

“We are proud to join forces with an iconic brand like New Era Cap as the Official Cap of the LIV Golf League,” said LIV Golf Senior Vice President and Global Head of Partnerships Monica Fee. “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.”

New Era Cap is a global lifestyle brand with a deeply rooted connection to sport, fashion, and culture, offering apparel and accessories for men, women and kids. The company is recognized around the world for its craftmanship and leadership in headwear, which includes official partnerships with Major League Baseball, the National Football League and the National Basketball Association, in addition to being the headwear of choice for many global sports and events, including English Premier League soccer, Formula 1 racing, the Australian Open in tennis and the Ryder Cup in golf, among others.

Fans can access the official product collection at and at upcoming LIV Golf events. As the LIV Golf season continues, additional products will become available via
 LIV Golf’s star-studded, international field features the sport’s biggest names including 2023 Masters Champion Jon Rahm (Legion XIII), 2023 LIV Golf Individual Champion Talor Gooch (Smash GC), 2020 U.S. Open champion Bryson DeChambeau (2023 Team Champions Crushers GC), 2022 Open Champion Cameron Smith (Ripper GC), 2023 PGA Championship winner and five-time major champion Brooks Koepka (Smash GC), six-time major winner and World Golf Hall of Famer Phil Mickelson (HyFlyers GC), two-time major winners Dustin Johnson (4Aces GC), Bubba Watson (RangeGoats GC) and Martin Kaymer (Cleeks GC), and many more.

LIV Golf is owned and operated by LIV Golf Investments whose vision and mission are centered around making holistic and sustainable investments to enhance the global golf ecosystem and unlock the sport’s untapped worldwide potential.

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