Greg Norman is a man who does not seem to rest. With LIV coming off a disappointing run at the Masters this year, the CEO has made it his mission to make his breakaway league bounce back from the less-than-ideal end that they faced at Augusta. While the rumors that Rory McIlroy is going to join them are getting quashed, there is one deal, however, that did pull through.

The world-famous cap company, New Era Cap, and the Saudi-backed league have agreed to a multi-year deal. New Era, which is estimated to be worth $4 to $5 billion, will now serve as LIV’s official cap partner of the LIV Golf League, showcasing its merchandise prominently at all LIV Golf events!

It’s a “new era” for LIV Golf, and they couldn’t be more excited

LIV Golf is more than pleased to have partnered with New Era Cap. Monica Fee, the Senior Vice President and also Global Head of Partnerships at LIV, believes that this new deal between the two giants will further establish the Saudi-backed league as the premier place for professional golf.

“We are proud to join forces with an iconic brand like New Era Cap as the Official Cap of the LIV Golf League,” Fee said in the press release. “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.”

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While LIV golfers will now don New Era Cap products at all LIV Golf events, it’s not just limited to them. Fans can also get their hands on the caps directly through the LIV Golf online store and the brand’s website!

On the other end of things, what does New Era Cap stand to gain from this deal? It’s a no-brainer expansion plan, according to the multi-billion-dollar company’s CEO, 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.”

This latest partnership adds to LIV Golf’s recent efforts to broaden its horizons in the sport and reach a wider audience. And interestingly, this isn’t the only recently closed deal!

LIV is on a roll with its partnerships in 2024

Earlier this year, LIV Golf booked a deal with Caffeine, the mobile-first platform known for gaming and sports, to broadcast podcasts, pre- and post-round broadcasts, and some other programming for the pre-weekend rounds of LIV Golf events. It is known that LIV Golf’s previous television arrangement with the CW Network only gave them coverage for the weekend rounds. Hence, that makes this deal a big achievement for Greg Norman, as it has solved a major issue for the league.

In addition to their partnerships with New Era Cap and Caffeine, LIV Golf has recently partnered with the live entertainment company AEG Presents to enhance the live atmosphere of their events for fans. AEG Presents will now manage and produce the concerts and live shows for LIV games worldwide, showcasing their roster of world-class celebrities and performers.

Overall, these strategic partnerships demonstrate LIV Golf’s commitment to expanding its global reach, improving its broadcasting capabilities, and delivering an unparalleled live event experience for fans. As the league continues to grow, such collaborations will be key to its long-term success.