New Era Announces Partnership With NHL: Buffalo Company to Lead Production of League Headwear

BUFFALO, N.Y. — New Era is expanding its influence in the NHL.

The Buffalo-based company announced Tuesday that it now has the rights to produce and distribute headwear for all 32 teams worldwide. The agreement will begin with the 2024-25 NHL season and run for multiple years.

“This partnership brings together two global brands working together to grow a global game,” said Christopher H. Koch, New Era’s CEO. “While we have worked with individual clubs for decades, we are excited about 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 says it has been a partner of the NHL since the 1990s, when it began working with the Sabres.

“For decades, New Era has maintained a strong brand presence in the hockey consumer products landscape by combining an authentic appreciation of the game with a deep understanding of what drives cultural change,” said Brian Jennings, NHL Chief Brand Officer and Senior Executive Vice President. “With this expanded partnership, we are excited about the global opportunities that lie ahead.”

New Era will be releasing its models over the next few months, and they will feature current team logos, vintage logos and event logos for the NHL Winter Classic and NHL Stadium Series.