Headwear manufacturer New Era Cap and youth sporting organization Little League Baseball and Softball are building their relationship, expanding New Era’s purview through added licensing and retail rights.
In a partnership that began in 2006, New Era has been the official and exclusive on-field cap of the Little League World Series. This sponsorship has been renewed, and an extended agreement through 2020will give New Era licensing and distribution rights to the Little League brand in the U.S. and abroad. All sixteen regional caps will be available at select Lids retail stores and online at NewEraCap.com and LittleLeagueStore.com.

Licensing agency Fremata Partners brokered the retail licensing portion of the deal on behalf of client Little League.

“For years New Era has provided the talented athletes of the Little League World Series the best baseball caps in the world,” says Tony DeSimone, director of baseball, New Era Cap. “We’re now excited to bring legions of fans all around the world the same product in support of this legendary event.”

“New Era Cap has been committed to supporting the Little League program for many years,” says Liz DiLullo Brown, vice president, marketing and strategic partnerships, Little League Baseball and Softball. “We are excited to continue to extend the partnership in new ways and still provide all participants in the Little League World Series events including the other Little League division championship events outside of Williamsport, Penn., with products from New Era.”