NHL, New Era announce multiyear agreement
The international sports and lifestyle brand will manufacture headwear and apparel for every one of the 32 teams.
BUFFALO, N.Y. — The National Hockey League (NHL) and New Era Cap, LLC, the international sports and lifestyle brand, today announced a multiyear agreement that grants New Era rights to produce and distribute globally headwear and apparel for the League and its 32 teams. The agreement begins with the 2024-25 NHL season.
“This partnership brings together two global brands, working together to grow a global game,” said Christopher H. Koch, Chief Executive Officer of New Era. “While we have been working with individual clubs for decades, we are excited for our new agreement with the League and look forward to creating special moments for fans and players in North America and around the world.”
The NHL, being the premier professional hockey league worldwide, draws athletes and enthusiasts from various countries. In a similar vein, New Era Cap has experienced substantial growth over the past few decades, establishing a prominent and lively presence across multiple continents. Consequently, they will join forces to actively involve fans not only in the United States and Canada but also internationally.
New Era and the NHL have a longstanding connection that originated in the 1990s. This relationship was established due to their affiliation with the Buffalo Sabres, the NHL team located just a mile away from New Era’s global headquarters in their hometown. Over the years, New Era has manufactured merchandise for numerous NHL teams. However, their partnership has recently expanded, enabling New Era to design and distribute caps and apparel for all 32 teams in the League.
“For decades, New Era has maintained a strong brand presence in the hockey consumer products landscape by combining an authentic appreciation for the game with a deep understanding of what’s igniting change culturally,” Brian Jennings, NHL Chief Brand Officer and Senior Executive Vice President. “With this expanded partnership, we are excited for the global opportunities ahead.”
Fans can purchase NHL products from New Era Cap in a variety of designs and styles at neweracap.com, NHLShop.com and NHLShop.ca. Upcoming collections to be released in the months ahead will feature current NHL and team logos, vintage marks and event logos for the NHL Winter Classic and the NHL Stadium Series.
