New Era Cap Co. will soon produce caps and apparel for the National Hockey League and all of its 32 teams.
The Buffalo-based company said Tuesday it has reached a multiyear agreement with the NHL that begins with the 2024-25 season.
While New Era had been working with individual hockey teams for decades, including the Buffalo Sabres, this is the first agreement it came to with the league.
The company will now produce collections featuring current NHL and team logos and vintage marks, as well as event logos for the NHL Winter Classic and the NHL Stadium Series.
New Era, founded more than a century ago, already has licensing partnerships in place with many of the largest global sports leagues, including the likes of Major League Baseball, National Basketball Association and National Football League and has been the exclusive supplier of on-field caps for MLB since 1993.
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“This partnership brings together two global brands, working together to grow a global game,” said Christopher H. Koch, chief executive officer of New Era.
New Era’s relationship with the NHL dates back to the 1990s, when the organizations were connected through their shared ties to the Sabres. Since then, New Era has produced gear for a handful of NHL franchises.
“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, chief brand officer and senior executive vice president for the NHL. “With this expanded partnership, we are excited for the global opportunities ahead.”
New Era comes off just recently signing its first deal to make sportswear for Team USA at the Olympic and Paralympic Games this year.
When the Paris Games get going later this month, the company will be part of a group of licensees creating exclusive Team USA sportswear for athletes and fans. This agreement with New Era marks Team USA’s first-ever official product deal with a headwear-focused brand.
The deal also extends into the Winter Olympics in Milan in 2026 and Summer Olympics Los Angeles in 2028, including LA28 Games – a product line that will help bring a fresh look to the first summer Games held in the U.S. in more than three decades.
Also, New Era announced in June it was acquiring one of its competitors in the sport and lifestyle cap and apparel industry, pushing its annual sales to around the $2 billion mark.
In a transaction expected to close by the end of the year, New Era is purchasing Massachusetts-based fashion brand ’47 with the goal of expanding and diversifying its product portfolio of headwear, apparel and accessories.