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).