NHL and New Era Announce Multi-Year Agreement

BUFFALO, NY — The National Hockey League (NHL) and New Era Cap, LLC, the global sports and lifestyle brand, today announced a multi-year agreement granting New Era the rights to manufacture and distribute headgear and apparel globally for the League and its 32 teams, beginning with the 2024-25 NHL season.

“This partnership brings together two global brands, working together to grow a global game,” said Christopher H. KochNew Era’s Chief Executive Officer: “While we have worked with individual clubs for decades, we are excited about our new agreement with the League and look forward to creating special moments for fans and players in North America and around the world.”

As the world’s premier professional hockey league, the NHL draws athletes and fans from all over the world. Likewise, New Era Cap has grown tremendously over the past few decades, building a strong and vibrant presence across multiple continents. Together, they will work together to engage fans in the U.S., Canada and beyond.

New Era’s relationship with the NHL dates back to the 1990s, when the organizations were linked through their shared ties to the Buffalo Sabres, New Era’s hometown NHL club that plays 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, New Era will manufacture and distribute hats and apparel for the league and all 32 teams.

“New Era has maintained a strong brand identity in the hockey consumer products landscape for decades by combining an authentic appreciation for the game with a deep understanding of what drives cultural change,” Brian JenningsNHL Chief Brand Officer and Senior Executive Vice President. “With this expanded partnership, we are excited about the global opportunities that lie 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 releasing in the coming months will include current NHL and team logos, vintage branding, and event logos for the NHL Winter Classic and NHL Stadium Series.

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