The NHL has solidified its collaboration with New Era Cap in a transformative deal that positions the renowned headwear and apparel brand as the official licensee for the league and its franchises. Commencing with the upcoming 2024/25 season, New Era will design and distribute a comprehensive range of merchandise, including headwear adorned with team logos and apparel featuring iconic league designs.
New Era’s history with the NHL traces back to the 1990s, initially through its association with the Buffalo Sabres. Over the years, the company has fostered strong ties with multiple NHL teams, making this league-wide partnership a natural progression in their sports apparel portfolio.
Brian Jennings, NHL’s chief brand officer and senior executive vice president, emphasized the cultural significance of this collaboration: For decades, New Era has upheld a robust presence in hockey consumer products, blending a genuine passion for the sport with a keen insight into cultural shifts. This expanded partnership promises exciting global prospects.
Christopher H. Koch, CEO of New Era, echoed Jennings’ sentiments, highlighting the synergies between two global brands dedicated to enhancing the sport’s global appeal. Our new agreement with the NHL signifies a union of shared values and a commitment to fostering a global hockey community, stated Koch, underscoring the brand’s enthusiasm for creating memorable experiences for fans worldwide.
The collaboration extends beyond North America, encompassing New Era’s existing partnerships with international entities such as Formula One and English cricket’s The Hundred. This global approach underscores New Era’s strategy to leverage sports as a universal platform for cultural exchange and fan engagement.
Looking ahead, New Era is set to unveil its NHL collections in the coming months, featuring contemporary team logos, vintage emblems, and special event designs commemorating flagship NHL events like the Winter Classic and the Stadium Series. These releases are poised to captivate hockey enthusiasts with innovative designs that celebrate the sport’s rich heritage and modern appeal.
In tandem with the apparel rollout, the partnership aims to deepen fan engagement initiatives across the United States, Canada, and beyond. By integrating New Era’s creative prowess with the NHL’s global reach, both entities anticipate a dynamic synergy that will elevate the sport’s profile on a global scale.
The strategic alliance between the NHL and New Era marks a pivotal moment in sports licensing, uniting two leaders in their respective fields to enrich the fan experience and propel hockey into new frontiers of global visibility and cultural resonance. As the partnership unfolds, it promises to redefine how sports apparel brands collaborate with major leagues to amplify fan passion and celebrate athletic excellence worldwide.
