The NHL Signs New Hat and Apparel Merch Deal for All 32 Hockey Teams


The National Hockey League has signed a multiyear deal with New Era Cap to produce and distribute headwear and apparel for the league and its 32 teams globally beginning 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.”

New Era’s relationship with the NHL dates back to the ’90s, 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 headquarters. Since then, New Era has produced gear for several NHL franchises but the new deal allows it to manufacture for the entire league.

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



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