Manchester United: US firm New Era becomes club's first leisure headwear partner

Manchester United have announced yet another sponsorship tie-up as US lifestyle brand New Era signed a multi-year deal with the Red Devils to become their official leisure headwear partner. The Old Trafford club have not won a major trophy in two years, and only finished fourth in the Premier League last season.

However, their commercial machine continues to chug along irrespective of on-field underachievement. And now, New Era, best known as the maker of hats for every Major League Baseball team in the US, has become United's 20th global partner alongside the likes of Adidas, Aon and Chevrolet.

The Buffalo, New York-based company takes over as the club's headwear manufacturer from Nike, whose sponsorship deal with United expired in the summer.

Richard Arnold, Manchester United group managing director, said: "Manchester United's success is built on the support of its fans. Throughout history, our supporters have pledged their allegiance to United by wearing the club crest and we are delighted to be partnering with New Era to bring fans a fresh approach to the branded headwear available to them.

"With over 90 years in the industry, New Era is the leading creator of leisure headwear, producing quality products for sports fans all over the world and we are excited to be introducing its products to our loyal fanbase."

Including regional tie-ups, the Red Devils now have 65 official partners worldwide, which include: