The National Hockey League (NHL) and New Era Cap, LLC, the international sports and lifestyle brand, announced a multiyear agreement that gives New Era the rights to produce and distribute headwear and apparel for the League and its 32 teams globally. The terms begin with the 2024/25 NHL season.


Christopher H. Koch, CEO of New Era, said, “This partnership brings together two global brands, working together to grow a global game. 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.”

New Era’s relationship with the NHL dates back to the 1990s through 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. With this expanded partnership, New Era will create and distribute caps and apparel for the League and all 32 teams.

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

Upcoming collections will feature current NHL and team logos, vintage marks and event logos for the NHL Winter Classic and the NHL Stadium Series.

Images courtesy Buffalo Sabres, New Era Cap