The NHL and international sports and lifestyle brand New Era have announced a new multi-year agreement which grants the company global production and distribution rights for the league beginning with the 2024-25 season.
Over the years, New Era has produced team specific merchandise for several NHL clubs, including the Buffalo Sabres. However, with the new deal in place, the company will now be able to create hats and apparel for all 32 NHL franchises.
“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.”
The organization already has plans in place to release new collections in the months ahead which will feature current NHL and team logos, vintage marks and event logos for the NHL Winter Classic and the NHL Stadium Series.
“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.”
New Era will continue to target Canadian and American markets, but hopes to expand its reach globally in the coming months as well. Traditional hockey hotbeds such as Finland, Sweden, Russia, Slovakia and Czechia are already on the company’s radar for expansion.
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