Headwear Brand New Era Signs Exclusive Worldwide Deal With Euroleague Basketball

Int'l headwear brand New Era announced it will be the official headwear partner for Euroleague Basketball and its highest tier of competitive professional basketball in Europe, the Euroleague, as well as the competition's annual Euroleague Final Four. The three-year deal, approved by the league and its owners, adds to New Era's current licensing relationships with the NBA, Major League Baseball and the National Football League. Under the terms of the agreement, New Era will have exclusive global distribution rights and branding for Euroleague headwear, namely caps and knits, as well as for Euroleague Final Four headwear. The agreement includes an integrated 360° marketing platform with brand visibility in the arenas, official websites and promotional material. During the season, the Euroleague is broadcast in 199 countries with an accumulated audience of 1.85 billion (Euroleague).