The governing body for the sport of golf in Australia, Australian Golf has announced a multi-year sponsorship deal with New Era, the world’s leading headwear and lifestyle brand.
The entity has produced performance headwear for some of the best tournaments, teams, and players in the world since 1920. New Era, in a new three-year deal, has been named the official headwear partner of Golf Australia and the PGA of Australia, in addition to the Challenger PGA Tour of Australasia and WPGA Tour of Australasia.
The collaboration additionally encompasses Australia’s three major Tour events: the ISPS HANDA Australian Open, the Australian PGA Championship, and the Vic Open.
As part of the new partnership, special edition items from New Era’s lifestyle and traditional golf cap and bucket hat collections will be crafted for competitions and made available to the general public.
PGA of Australia, Commercial Director Australasia, Michael McDonald, said, “Golf and New Era is a perfect fit. It’s exciting for us to team up with such a well-recognised and loved brand which transcends fashion and sport. We are looking forward to working closely with New Era in the coming years and are excited at the plans they have to activate the partnership across Australian Golf. We will be working together to create a new range of street-based golf products to cater to the demands of the younger generation who are increasingly loving the game of golf.
“There will also be opportunities for New Era to increase their connection with the highly skilled PGA Professionals, who are at the forefront of promoting and growing golf at clubs and facilities across the country.”
New Era Cap Australia General Manager, Simon Hibbs, said, “New Era is very pleased to announce its partnership with Australian Golf. New Era has a global reach in the game of golf and now is an exciting time for New Era to expand that to include Australia. New Era look forward to working with Golf Australia, the PGA of Australia and WPGA Tour of Australasia to innovate and grow the headwear program with our unique sports lifestyle DNA.”
New Era Caps is the official on-field headwear partner of some of the world’s most prestigious sports leagues, including Major League Baseball (MLB), the National Basketball Association (NBA), and the National Football League (NFL).