NHL inks global licensing deal with New Era

The NHL has signed a multiyear licensing agreement granting Buffalo-based New Era Cap global rights to produce and distribute headwear and apparel for the league and its 32 clubs beginning with the 2024-25 season. New Era is now a licensee of each of the five major North American team sports leagues -- the NHL, NFL, NBA, MLB and MLS -- for the first time in its history. 

New Era has held licenses with individual NHL clubs for the past eight years, but this deal greatly expands New Era's hockey business. Inventory will be available immediately from the NHL and New Era’s online stores. Upcoming New Era collections will feature vintage marks and event logos for the NHL Winter Classic and the NHL Stadium Series. 

In addition to New Era, '47 Brand, Fanatics and Mitchell & Ness (a Fanatics subsidiary) also have global headwear rights for the NHL. Pro Standard and Levelwear hold more limited rights in the category. For apparel, New Era is the league's 16th licensee with global rights.