US fashion brand New Era has agreed a three-year deal to become the official headwear partner of Euroleague Basketball.
The partnership covers the Euroleague continental club competition and its concluding Final Four series. It will run through the 2016-17 season.
New Era has the exclusive global distribution rights and branding for Euroleague headwear, including the rights to manufacture headwear using the logos and marks of the 24 participating teams. The brand will also benefit from visibility in competition arenas, official websites and promotional material.
Euroleague joins major US sports leagues the National Basketball Association (NBA), Major League Baseball (MLB) and the National Football League (NFL) in New Era’s portfolio of partners.
Jordi Bertomeu, Euroleague Basketball president and chief executive, said: “This agreement is another example of the enormous possibilities that we bring to our commercial partners, opening the doors of both the top European competition and the top 24 clubs of the continent.”