New Era adds the NHL to a North American sports properties stable also covering MLB, the NFL, and NBA. (NHL imagery)

New Era, the US headwear company, has today been unveiled as a global partner of North American ice hockey’s top-tier NHL.

Through a multi-year deal, New Era will hold worldwide production and distribution rights for headwear and apparel for the league and its 32 member teams.

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The agreement begins with the 2024-25 NHL campaign.

The NHL and New Era will “work collaboratively to engage fans across the US, Canada, and beyond.”

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

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The brand has been a partner of various NHL teams over recent years.

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Brian Jennings, chief brand officer and senior executive vice president at the NHL, said: “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.”

Christopher H. Koch, New Era’s chief executive officer, added: “While we have been working with individual clubs for decades, we are excited for our new agreement with the league.”

Mid-June saw New Era announce a multi-year official product agreement with the US Olympic and Paralympic Teams.

As a licensee, the brand will create exclusive sportswear for Team USA for the upcoming Paris 2024 Olympic and Paralympic Games, the Milano-Cortina 2026 Winter Olympics, and the LA28 games, on home turf, including specific LA28 products.

New Era also has deals with major US leagues such as baseball’s MLB, American football’s NFL, and basketball’s NBA, as well as with golf tour LIV.

For the NHL, meanwhile, it sealed commercial tie-ups with Labatt Breweries of Canada, and global technology platform Intuit QuickBooks last month.