The NHL and New Era Cap have announced a significant multiyear agreement that will see the international sports and lifestyle brand producing and distributing headwear and apparel for all 32 NHL teams globally. This partnership, commencing with the 2024-25 NHL season, marks a notable expansion in the collaboration between the two brands, which dates back to the 1990s through their shared connection with the Buffalo Sabres.
Christopher H. Koch, CEO of New Era, expressed excitement about the new agreement, highlighting the global potential of this partnership. “This partnership brings together two global brands, working together to grow a global game,” Koch stated. The agreement will enable New Era to create unique and engaging products for fans and players in North America and worldwide, strengthening the connection between the league and its global fanbase.
Brian Jennings, NHL Chief Brand Officer and Senior Executive Vice President, emphasized the cultural significance of New Era’s brand. “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,” Jennings noted. He expressed enthusiasm for the new global opportunities that this expanded partnership will bring.
New Era’s involvement in the NHL’s merchandising landscape has evolved significantly over the years. Initially producing gear for several NHL franchises, New Era is now poised to offer a broader range of products that include current team logos, vintage marks, and special event logos for the NHL Winter Classic and the NHL Stadium Series. Fans can look forward to a variety of designs and styles available through New Era’s official channels, including their website, NHLShop.com, and NHLShop.ca.
This collaboration is a strategic move to engage the diverse and international fanbase of the NHL. As the league continues to grow its global presence, the partnership with New Era ensures that fans worldwide will have access to high-quality, stylish merchandise that reflects their passion for the sport.
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