By Cord Rankin

NHL Public Relations

BUFFALO, N.Y. (July 9, 2024) – The National Hockey League (NHL) and New Era Cap, LLC, the international sports and lifestyle brand, today announced a multiyear agreement that grants New Era rights to produce and distribute globally headwear and apparel for the League 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,” said Christopher H. Koch, Chief Executive Officer of 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 collaboratively 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 its 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 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,” Brian Jennings, NHL Chief Brand Officer and Senior Executive Vice President. “With this expanded partnership, we are excited for the global opportunities 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 to be released in the months ahead will feature current NHL and team logos, vintage marks and event logos for the NHL Winter Classic and the NHL Stadium Series.

ABOUT NEW ERA CAP

Since 1920, New Era has been hand-crafting the finest headwear in the world. Today, with an expansive portfolio of global licenses, the addition of apparel and accessories lines, and 1,000+ worldwide retail store network, the brand is a market leader rooted in sports and an influencer of street and lifestyle culture around the world. The Company is headquartered in Buffalo, N.Y., and its products are sold in more than 125 countries. For more information on New Era’s global offices and partnerships, visit www.neweracap.com and social channels @neweracap.

ABOUT THE NHL

The National Hockey League (NHL®), founded in 1917, consists of 32 Member Clubs. Each team roster reflects the League’s international makeup with players from more than 20 countries represented, all vying for the most cherished and historic trophy in professional sports – the Stanley Cup®. Every year, the NHL entertains more than 670 million fans in-arena and through its partners on national television and radio; more than 191 million followers – league, team and player accounts combined – across Facebook, X, Instagram, Snapchat, TikTok, and YouTube; and more than 100 million fans online at NHL.com. The League broadcasts games in more than 160 countries and territories through its rightsholders including ESPN, TNT Sports and NHL Network in the U.S.; Sportsnet and TVA Sports in Canada; Viaplay in the Nordics, Baltics, and Poland; YLE in Finland; Nova in Czech Republic and Slovakia; Sky Sports and ProSieben in Germany; MySports in Switzerland; and CCTV5+ in China; and reaches fans worldwide with games available to stream in every country. Fans are engaged across the League’s digital assets on mobile devices via the free NHL® App; across nine social media platforms; on SiriusXM NHL Network Radio™; and on NHL.com, available in eight languages and featuring unprecedented access to player and team statistics as well as every regular-season and playoff game box score dating back to the League’s inception, powered by SAP. NHL Original Productions and NHL Studios produce compelling original programming featuring unprecedented access to players, coaches and League and team personnel for distribution across the NHL’s social and digital platforms.

The NHL is committed to building healthy and vibrant communities using the sport of hockey to celebrate fans of every race, color, religion, national origin, gender identity, age, sexual orientation, and socio-economic status. The NHL’s Hockey Is For Everyone™ initiative reinforces that the official policy of the sport is one of inclusion on the ice, in locker rooms, boardrooms and stands. The NHL is expanding access and opportunity for people of all backgrounds and abilities to play hockey, fostering more inclusive environments and growing the game through a greater diversity of participants. To date, the NHL has invested more than $100 million in youth hockey and grassroots programs, with a commitment to invest an additional $5 million for diversity and inclusion programs over the next year.

COURTESY NHL PUBLIC RELATIONS & NHLmedia.com