New Era Lands Landmark Licensing Deal with NHL

New Era has struck its first central licensing agreement with the National Hockey League (NHL), solidifying its position in all five of North America's major sports leagues.

Announced today, this multi-year agreement grants New Era the global rights to produce and distribute headwear and apparel for the NHL and its 32 clubs, starting with the 2024-25 season.

Fans can expect to see New Era's products available immediately on the NHL and New Era online stores.

Upcoming collections will feature vintage marks and event logos for significant NHL events, such as the Winter Classic and the Stadium Series.

This deal significantly expands New Era's presence in ice hockey, having previously held licenses with individual NHL clubs for eight years.

For the first time in its history, New Era now includes the NHL alongside its existing deals with the NBA, NFL, MLB, and MLS.

The agreement with the NHL is non-exclusive, meaning New Era will join other brands like '47 Brand, Fanatics, and Mitchell & Ness in having global headwear rights.

New Era becomes the NHL's 16th licensee with global rights in the apparel category.

This agreement arrives as Fanatics is set to expand its role significantly from the 2024-25 season.

In a 10-year deal, it will succeed Adidas as the NHL's uniform supplier.

This partnership underscores the growing influence of Fanatics in the sports merchandise market.

Christopher Koch, CEO of New Era, expressed his enthusiasm, saying, "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."

Brian Jennings, Chief Brand Officer and Senior Executive Vice President, added, "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."

In addition to this landmark deal with the NHL, New Era has recently signed a multi-year agreement with the United States Olympic and Paralympic Teams for officially licensed products through the next three Games, including LA28, and has also partnered with LIV Golf.

New Era's strategic moves reflect its commitment to expanding its influence in the global sports market, creating exciting opportunities for fans and athletes alike.