BUFFALO, New York, and PALM BEACH GARDENS, Florida – TGL presented by SoFi, the primetime team golf league, announced New Era as the Official Headwear Partner. New Era renewed as an official licensee as TGL prepares for its second season, which returns on Sunday, Dec. 28, on ABC, the league’s broadcast network debut.
With a multiyear partnership, New Era will provide best-in-class team and league headwear via ShopTGLGolf.com and will be integrated into TGL’s retail program at SoFi Center, TGL’s custom-built venue in Palm Beach Gardens, Fla. Additionally, New Era’s sister company, ‘47 Brand, is returning as one of TGL’s current 33 licensees.
Currently, TGL has increased its licensing program by nearly 30% by adding 14 new partners and anticipates that selection of high-quality licensed products to expand leading up to and through the second season.
“New Era’s long history of supporting team sports brands has led us to innovative platforms like TGL, which is building six global fan communities around team golf,” said Bruce Popko, Vice President, Global Licensing and Business Development, New Era. “As TGL’s team-based golf format attracts an expanding global audience, New Era will fuel that growing fandom with headwear that celebrates each team’s unique identity.”
“New Era is a powerhouse player within the licensed merchandise landscape with high-quality hats that fans appreciate and are proud to wear,” said Yared Alula, Senior Vice President, Business and Legal affairs, TMRW Sports. “As TGL continues to build fandom for the six TGL teams by elevating their brands and delivering products their emerging fanbases want to own, having marquee partners like New Era reinforces our commitment to quality.”
In addition to serving as the Official Headwear Partner of TGL, New Era’s partnership includes national ad spots, digital and social media content, in-venue SoFi Center concourse signage, and in-broadcast integrations with TGL on-field staff wearing New Era caps.
New Era will produce TGL Champion headwear at the conclusion of the season, celebrating the winning team raising the SoFi Cup, as Atlanta Drive did in the inaugural season. As a premier global sports and lifestyle company, New Era will also utilize greenside match tickets to deliver the ultimate TGL experience for its partners and customers.