New Era Cap Europe, a division of New Era Cap Co., announced the launch of a dedicated European Football business line. Headed up by Strategic Business Manager Ben Elkington, the department’s role is to increase New Era’s presence in the European Football market and broker licensing deals with Premiership Clubs.

New Era Europe was launched in 2003 to develop the brand across the continent and football will be one of its top priorities during the next five years. As a sports heritage brand, it is a natural progression to become the supplier of high quality authentic headwear to the best teams in Europe.

Ben joined New Era after four years at Glasgow Rangers FC, where he was the Non-clothing buyer, responsible for all souvenir products. Prior, Ben was with Chelsea for three and a half years garnering extensive experience in high-end merchandise including Harrods Sports and Selfridges Contemporary Men’s Fashion.

“We relish the opportunity to develop the New Era brand and maximise our presence in both the European and international sports markets,” said Peter Lee, President New Era Europe. “Ben’s background in fashion and sports will drive new lines and partnerships to make New Era the only choice for sports fans everywhere.’’

Ben is an avid baseball cap fanatic and it is his goal to make every football fan as fanatical about New Era caps as he is. He aims to breathe fresh air into Football Club merchandise, initially focussing on the UK and growing across Europe to work with all the major teams.

“New Era is the premier cap company in the world and we are taking on the premiership to become the ultimate accessory in every stadium up and down the country,” said Ben of his new undertaking. “We aim to achieve the same iconic status in European football as we have in American baseball.”