NHL Partners with New Era for Headwear and Apparel Collaboration
The National Hockey League (NHL) and New Era Cap LLC have recently inked a new multiyear contract, setting the stage for an exciting partnership ahead. The agreement, which was unveiled on July 9, will kick off during the 2024-25 season, granting New Era the rights to design and distribute headwear and apparel globally for the NHL and its 32 teams.
Christopher H. Koch, the CEO of New Era, expressed enthusiasm about the collaboration, highlighting the opportunity to unite two powerhouse brands in a shared mission to expand the reach of hockey on a global scale. While New Era has a history of producing caps for individual NHL teams, this new deal marks the first league-wide partnership between the company and the NHL.
The Massachusetts-based company ’47 Brand was responsible for producing caps for all NHL teams in the previous season. In a strategic move, New Era announced its acquisition of ’47 Brand in June, further solidifying its presence in the hockey merchandise landscape.
New Era’s longstanding relationship with the NHL traces back to the 1990s, initially linked through their shared connections with the Buffalo Sabres. The company’s deep-rooted appreciation for the sport, coupled with a keen understanding of evolving cultural trends, has positioned them as a key player in the hockey consumer products market. With the expanded partnership, New Era is set to create a range of collections featuring current NHL and team logos, vintage designs, and special event logos for prominent NHL games.
Brian Jennings, the NHL’s chief brand officer and senior executive vice president, commended New Era’s commitment to the game and expressed anticipation for the global opportunities that lie ahead as a result of the extended collaboration. The announcement hinted at upcoming releases from New Era that will cater to the diverse preferences of hockey fans worldwide.
While the specifics of the exclusivity of the New Era deal remain unclear, questions have arisen about the potential coexistence of Fanatics in the production of headwear alongside New Era. Fanatics, known for its recent involvement in producing headwear for the 2024 NHL Draft and Stanley Cup Champions gear for the Florida Panthers, faces a shifting landscape with the emergence of New Era as a prominent player in the market.
The partnership between the NHL and New Era signifies a new chapter in the sports merchandise industry, promising innovative designs and enhanced fan experiences. As both entities gear up for the upcoming seasons, hockey enthusiasts can anticipate a fresh array of headwear and apparel that reflects the dynamic spirit of the sport.