NHL, New Era Announce Headwear and Apparel Deal

The National Hockey League and New Era Cap LLC are both hoping to come out a-head after coming to a new multiyear contract.

The deal was announced on Tuesday, July 9, and takes effect with the 2024-25 season. It “grants New Era rights to produce and distribute globally headwear and apparel for the League and its 32 teams.”

“This partnership brings together two global brands, working together to grow a global game,” said Christopher H. Koch, chief executive officer of New Era, in a press release. “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.”

New Era has produced NHL caps in the past, but the NHL was the only one of North America’s big four pro sports leagues to not have a presence on New Era’s website prior to Tuesday’s announcement. New Era did have some deals with individual teams, but no league-wide deal.

Massachusetts-based ’47 Brand produced caps for all NHL teams last season, and it was announced in June that New Era would purchase ’47 Brand for an undisclosed amount.

New Era’s relationship with the NHL dates back to the 1990s, when the organizations were connected through their shared ties to the Buffalo Sabres, the NHL club in New Era’s hometown which plays its games about a mile from the company’s global headquarters. Since then, New Era has produced gear for several NHL franchises — and now, with their expanded partnership in place, New Era will create and distribute caps and apparel for the League and all 32 teams.
— New Era press release

“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,” said Brian Jennings, the NHL’s chief brand officer and senior executive vice president, in the press release. “With this expanded partnership, we are excited for the global opportunities ahead.”

New Era is planning to release several collections in the coming months that “will feature current NHL and team logos, vintage marks and event logos for the NHL Winter Classic and the NHL Stadium Series.”

Tuesday’s announcement was unclear about whether the New Era deal is exclusive or if Fanatics will continue to produce headwear alongside them. Fanatics recently produced headwear for the 2024 NHL Draft and as part of Stanley Cup Champions “locker room” gear for the Florida Panthers, the latter of which was widely panned on social media.