New Era’s products will be featured prominently at upcoming LIV events. (Megan Briggs/Getty Images)

LIV Golf, the controversial golf tour backed by Saudi Arabia’s Public Investment Fund (PIF), has unveiled a multi-year partnership with New Era, the US headwear company.

Through that deal, New Era becomes the official cap brand of the premier LIV competition, with its products to be worn by players on that tour. New Era products are also now available at the online LIV Golf shop.

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More LIV products will soon become available from New Era’s online platforms. The brand’s products will also be featured prominently at upcoming LIV events.

Monica Fee, senior vice president and global head of partnerships at LIV Golf, said: “Pairing LIV Golf’s star players with New Era’s headwear is a natural fit as we work together to drive more interest in our sport, build the identity of our league’s teams and continue to grow our global fanbase.”

This year’s LIV Golf League features 14 events in eight countries, having begun in early February in Mexico. The next scheduled event will be next weekend (between April 26 and 28), in Adelaide, Australia.

In late March, LIV announced a multi-year title sponsorship deal covering its July event in the UK with construction and agricultural machinery manufacturer JCB.

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Other recent commercial deals struck have been with California-based sports and entertainment company AEG Presents, and streaming platform Caffeine.

Chris Koch, chief executive officer at New Era Cap, added: “With LIV’s worldwide consumer following, and commitment to innovation and fan engagement, this opportunity aligns with our company’s focus on global expansion through authentic partnerships rooted in sport, culture, and fashion.”

New Era, meanwhile, announced a partnership in March with Red Bull Sim Racing, the Formula 1 motor racing heavyweights’ esports team, becoming its exclusive headwear and apparel partner.

The brand also has deals with major US leagues such as baseball’s MLB, American football’s NFL, and basketball’s NBA.