LONDON, UK (May 2014) – New Era, the international lifestyle brand with an authentic sports heritage, is proud to announce it will be the official headwear partner for Euroleague Basketball and its highest tier of competitive professional basketball in Europe, the Turkish Airlines 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 relationship with the National Basketball Association (NBA), Major League Baseball (MLB) and the National Football League (NFL).
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 Turkish Airlines Euroleague Final Four headwear. Beginning April 26 2014, to mark the start of the Turkish Airlines Euroleague Final Four in Milan, and running through to June 2017 at the end of the 2016-17 season, New Era will produce headwear throughout the seasons for the qualifying teams, official merchandise and marquee events, including the Final Four.
Best known for their signature 59FIFTY, New Era will have the rights to manufacture headwear with the 24 participating team logos and the merchandise will be found at all team arenas, www.neweracap.eu, New Era stores and retailers throughout the world.
“With over 93 years of traditional sports heritage, New Era is proud to form a truly authentic partnership with one of Europe’s most prestigious sporting organisations, Euroleague Basketball,” says Paul Gils, VP EMEA. “We’re excited to bring our unique combination of style and fashion to the Euroleagues’s passionate fan base while providing these fans with the opportunity to own the official headwear of their favourite basketball teams.”
The agreement includes an integrated 360° marketing platform with brand visibility in the sports arenas, official websites and promotional material. During the season, the Euroleague is broadcast in 199 countries with an accumulated audience measured at 1.85 billion.
“We are really proud to welcome New Era, one of the global leaders in the industry with an authentic sports heritage that dates back over 90 years, as the new official headwear of the Turkish Airlines Euroleague.” states Jordi Bertomeu, Euroleague Basketball President and CEO. “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”
A global leader in sports management, Euroleague Basketball is enjoying its second decade of sustained growth as an innovative organizer of elite competitions and events. It now manages the continent’s premier basketball competition, the Turkish Airlines Euroleague, consisting of 24 teams, from 21 cities.
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About New Era
New Era is an international lifestyle brand with an authentic sports heritage that dates back over 90 years. Best known for being the official on-field cap for Major League Baseball, New Era is the brand of choice not only for its headwear collection, but also for its accessories and apparel lines for men, women and youth. The brand is worn as a symbol of self-expression by athletes, artists and some of the most interesting people around the globe. New Era encourages people to “FLY YOUR OWN FLAG™.” The Company is headquartered in Buffalo, N.Y. and operates facilities in Canada, Europe, Brazil, Japan, Hong Kong and Australia. For more information, visit www.neweracap.com.
About Euroleague Basketball
A global leader in sports management, Euroleague Basketball is enjoying its second decade of sustained growth as an innovative organizer of elite competitions and events. Euroleague Basketball was founded in 2000 under a private organizational model considered a breakthrough for European professional team sports. It now manages the continent’s two premier basketball competitions, the Turkish Airlines Euroleague and the Eurocup, consisting of 72 teams from as many as 25 countries. Each season culminates in the naming of a continental champion at the Turkish Airlines Euroleague Final Four, now a signature event on the world sports calendar.
