New Era Cap Inks Partnership with the National Hockey League

Multiyear agreement begins in the 2024-25 NHL season, with New Era producing caps and apparel for all 32 NHL teams.

License Global

July 10, 2024

2 Min Read
New Era NHL Cap
New Era NHL CapNew Era, NHL

The National Hockey League (NHL) and New Era Cap, an international sports and lifestyle brand, have announced a multiyear agreement that grants New Era global rights to produce and distribute headwear and apparel for the NHL and its 32 teams. The agreement begins with the 2024-25 NHL season.

“This partnership brings together two global brands, working together to grow a global game,” says Christopher H. Koch, chief executive officer, New Era. “While we have been working with individual clubs for decades, we are excited for 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 top professional hockey league, the NHL attracts athletes and fans from countries around the globe. Similarly, New Era Cap has expanded dramatically in recent decades, building a strong and vibrant presence across multiple continents. Together, they will work to engage fans across the U.S., Canada and abroad.

New Era’s relationship with the NHL dates back to the 1990s when the organizations were connected through their shared ties to the Buffalo Sabres, the NHL club in New Era’s hometown, which 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 the expanded partnership in place, New Era will create and distribute caps and apparel for the League and all 32 teams.

“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,” says Brian Jennings, chief brand officer and senior executive vice president, NHL. “With this expanded partnership, we are excited for the global opportunities ahead.”

Fans can purchase NHL products from New Era Cap in various designs and styles at, and Collections to be released in coming months will feature current NHL and team logos, vintage marks and event logos for the NHL Winter Classic and the NHL Stadium Series.

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new eraNHLNorth America

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License Global

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