Best known for its long-running partnership with Major League Baseball, New Era Cap Co. continues to expand its sponsorship portfolio, including a new partnership with the L.A. Live entertainment district.

The sponsorship builds on a handful of supplier deals over the past four years including Manchester United (2015), Turkish Airlines Euroleague (2014), National Lacrosse League (2013) and the National Football League (2012).

New Era in 2017 will become the official hat supplier to the NBA.

Like its other partnerships, New Era will use L.A. Live to create and sell licensed headwear. The company will serve as a founding partner and exclusive headwear provider of L.A. Live and exclusive headwear provider and official partner of the NHL Los Angeles Kings, Microsoft Theatre and The Novo by Microsoft.

New Era in December will open the New Era D-Lab, a custom-designed retail space inside Staples Center. Visitors to the store—which will be co-owned by New Era and AEG—will be able to craft one-of-a-kind hats for any team within the New Era portfolio.

“Having a 3,200 square-foot store inside the L.A. Live campus was an unbelievable opportunity. L.A. Live spans sports and entertainment, which parallels how our brand transitions from sports to culture and fashion,” said Josh Feine, New Era vice president of sports marketing and corporate partnerships.

In addition to retail sales, New Era will be able to use the D-Lab for player appearances, tastemaker events, new product launches, company announcements and potential collaborations with American Express, Toyota and other L.A. Live founding partners, said Nick Baker, senior vice president, AEG global partnerships.

The deal gives New Era exposure at major sports events including the ESPY Awards, the 2017 NHL All-Star Game and 2018 NBA All-Star Game.

“With the NBA coming online in 2017, the timing was perfect,” said Feine.

The partnership builds on an existing partnership between AEG and New Era. AEG Merchandise has worked with the headwear company on limited-edition products including a $38,000 18-karat gold-plated cap that commemorated Kobe Bryant’s final game with the Lakers.

New Era also sponsors the Coachella music festival, around which it sells limited-edition caps.

The L.A. Live partnership came together in roughly 60 days, said Baker, who discussed a potential relationship during breakfast with New Era CEO Chris Koch on the morning of the 2016 Grammy Awards.

“It’s a special relationship. It speaks to the shared vision of what we offer fans and what we want to offer in the future.”

New Era marks the last available founding partnership at L.A. Live. In addition to American Express and Toyota, the company joins six other companies at the founding partner level: Anheuser-Busch, Coca-Cola, Fox Sports Net West, Microsoft, Target and Wells Fargo.

“The philosophy at AEG is less is more,” said Baker.

Reflecting the growing importance of sponsorship, New Era this year created a new sports marketing department and hired CAA as sports marketing agency of record.

“We’re the first company with three major league licenses at the same time. It’s an exciting time for us as a brand and a company,” said Feine, who oversees the new sports marketing department.

New Era sells through its flagship stores as well as Lids, Dick’s Sporting Goods and other major retail chains.

The company manages the Street League Skateboarding Nike SB World Tour and other action sports ties out of its Irvine, Calif. office.