New Era Leads Wave of TGL Licensees, Up Nearly 30% from Last Season with 14 New Partners
Visit ShopTGLGolf.com for Hundreds of Products Showcasing TGL’s Six Teams, Black Friday and Cyber Monday Deals Already Available
Buffalo, New York, and Palm Beach Gardens, Fla. – TGL presented by SoFi, the primetime team golf league, announced New Era as the Official Headwear Partner. New Era renewed as an official licensee as TGL prepares for its second season, which returns on Sunday, Dec. 28, on ABC, the league’s broadcast network debut. Black Friday and Cyber Monday deals are available at ShopTGLGolf.com.
With a multiyear partnership, New Era will provide best-in-class team and league headwear via ShopTGLGolf.com and will be integrated into TGL’s retail program at SoFi Center, TGL’s custom-built venue in Palm Beach Gardens, Fla. Additionally, New Era’s sister company, ‘47 Brand, is returning as one of TGL’s current 33 licensees. Currently, TGL has increased its licensing program by nearly 30% by adding 14 new partners and anticipates that selection of high-quality licensed products to expand leading up to and through the second season.
“New Era’s long history of supporting team sports brands has led us to innovative platforms like TGL, which is building six global fan communities around team golf,” said Bruce Popko, Vice President, Global Licensing and Business Development, New Era. “As TGL’s team-based golf format attracts an expanding global audience, New Era will fuel that growing fandom with headwear that celebrates each team’s unique identity.”
“New Era is a powerhouse player within the licensed merchandise landscape with high-quality hats that fans appreciate and are proud to wear,” said Yared Alula, Senior Vice President, Business and Legal affairs, TMRW Sports. “As TGL continues to build fandom for the six TGL teams by elevating their brands and delivering products their emerging fanbases want to own, having marquee partners like New Era reinforces our commitment to quality.”
In addition to serving as the Official Headwear Partner of TGL, New Era’s partnership includes national ad spots, digital and social media content, in-venue SoFi Center concourse signage, and in-broadcast integrations with TGL on-field staff wearing New Era caps. New Era will produce TGL Champion headwear at the conclusion of the season, celebrating the winning team raising the SoFi Cup, as Atlanta Drive did in the inaugural season. As a premier global sports and lifestyle company, New Era will also utilize greenside match tickets to deliver the ultimate TGL experience for its partners and customers.
TGL presented by SoFi Media Hub:
The Media Hub offers media members a wide selection of downloadable assets, including player and team images, league and team logos, explainer content, match highlights, overviews of holes, statistics, and more. Media can register for access and apply for match credentials at TGLMediaHub.com.
About TGL presented by SoFi:
Created by TMRW Sports, TGL presented by SoFi features six teams of top PGA TOUR players, including co-founders Tiger Woods and Rory McIlroy, competing in a season-long, fast-paced competition that brings team golf to primetime. TGL’s home is the custom-built SoFi Center, a tech-infused venue on the campus of Palm Beach State College in Palm Beach Gardens, Fla. TGL’s first season concluded in March 2025 with the awarding of the inaugural SoFi Cup to the league’s champion, Atlanta Drive GC, and was recognized with several awards, including the Sloan MIT Sports Analytics Conferences’ Alpha Award for Best Sports Innovation and being nominated for SBJ’s Sports Business Awards Breakthrough of the Year. In addition to Atlanta Drive, TGL’s teams include Boston Common Golf, Jupiter Links Golf Club, Los Angeles Golf Club, New York Golf Club, and The Bay Golf Club, as well as Motor City Golf Club debuting in Season 3, 2027. To learn more about TGL, its teams, rosters, competitive format, schedule and technology, visit TGLGolf.com.
About New Era:
Since 1920, New Era has been hand-crafting the finest headwear in the world. Today, with an expansive portfolio of global licenses, the addition of apparel and accessories lines, and a 1,000+ worldwide retail store network, the brand is a market leader rooted in sports and an influencer of street and lifestyle culture around the world. The company is headquartered in Buffalo, NY, and its products are sold in more than 125 countries. For more information on New Era’s global offices and partnerships, visit www.neweracap.com and social channels @neweracap.
TGL presented by SoFi Media Contact:
David Schaefer
Business Communications
David.Schaefer@TMRWSportsGroup.com
+46 70 287 7637 (mobile and WhatsApp)
407-429-8402 (U.S. mobile)
New Era Media Contact:
Lauren Menache
Director, Public Relations
Lauren.menache@neweracap.com