Premier League: headwear brand New Era becomes a partner of Manchester United

New Era, the American fashion brand specialising in headwear, has become a partner of Manchester United FC (Premier League), the club announced on 12/10/2015.

The brand will offer different ranges of hats, including "baseball" caps and other caps featuring the club's colours. The "multi-year" contract concerns the international distribution of co-branded products. "We couldn’t be more thrilled to partner with Manchester United on a global level. As New Era continues to expand its international reach, growing our business in world football was a natural progression. A partnership with such a globally revered club is a great opportunity for us to bring quality headwear to the football market," said Christopher H. Koch, the CEO of New Era, which was founded in 1920.

Manchester United also entered into a licensing agreement with the Korean footwear brand Sbenu, on 03/09/2015. It will launch a range of products featuring the club's colours in the Korean market. Manchester United generated £31.6m (€42.7m) in merchandising revenue during the 2014-15 season.