New Era Cap and Major League Soccer Join Forces for New Partnership
New Era to produce apparel and headwear for all 30 MLS clubs.
New Era Cap, LLC, has officially partnered with Major League Soccer (MLS) to become the Official On-Field Cap for the league. This collaboration marks an important milestone as New Era will design and distribute headwear and apparel for all 30 clubs, including the newly established San Diego FC.
Aiming to Elevate Soccer's Popularity
The global popularity of soccer is soaring, especially in North America, and this partnership aims to tap into that momentum. Tim Shanahan, Senior Director of Licensed Products at New Era Cap, stated, "With soccer's rapid rise in the U.S., this partnership aims to accelerate the sport's momentum and bring added attention to the outstanding talent and unique experiences that MLS clubs are delivering every single match." New Era Cap's commitment to soccer culture emphasizes its support for fans, athletes, and coaches alike.
Exciting Developments Ahead
Over the past few years, MLS has experienced remarkable growth, and with significant events like the upcoming 2026 FIFA World Cup, North America will be the center of soccer action. This strategic partnership is designed to enhance fan engagement and celebrate the sport during such an exciting time. Both New Era and MLS are dedicated to introducing innovative products and creating authentic experiences that resonate with fans on and off the field.
Rachel Hoagland, MLS SVP of Consumer Products, remarked, "We are currently in one of the most exciting chapters in the history of our sport, and we are proud to welcome New Era Cap as the official on-field cap provider of MLS. As the game continues to grow, this partnership will bring fans closer to the players they admire and deepen their connection to our league."
This summer, fans can anticipate fresh designs as the collaboration unveils new collections. New Era Cap has planned to launch items as part of the adidas x MLS Archive Collection, as well as specially designed products for the MLS All-Star Game and the MLS Cup Final. Additionally, New Era will provide further headwear and apparel choices suitable for casual wear.
Expanding Global Presence
New Era Cap has a solid history of licensing in global soccer, building a reputation for quality headwear while enhancing fan interaction. The company has worked alongside several MLS clubs to create unique licensed products. With '47 joining the New Era family, the brand can now offer an even broader selection for MLS fans.
The timing of this announcement coincides with the league's 30th season, highlighting a period of excitement surrounding soccer in North America. Major tournaments are set to take place soon, including the Concacaf Gold Cup and FIFA Club World Cup in 2025, followed by the FIFA World Cup in 2026, which will span the U.S., Canada, and Mexico.
Fans should get ready for the release of New Era's 2026 MLS Kickoff Collection, slated for December, right before the new season kicks off. These products will be available on neweracap.com and through select retailers.
About New Era Cap
Established in 1920, New Era has been known for crafting exquisite headwear. Today, it thrives with a diverse range of global licenses and a growing assortment of apparel and accessories, with over 1,000 retail locations worldwide. This brand stands proudly at the intersection of sports, street culture, and lifestyle, representing a global influencer.
About Major League Soccer
Major League Soccer, headquartered in New York City, is celebrating its 30th season and encompasses 30 clubs throughout the U.S. and Canada. Fans can watch MLS matches through MLS Season Pass on Apple TV, providing an extensive lineup for soccer enthusiasts.
For media inquiries, please contact:
John Mackowiak
The Martin Group for New Era Cap, LLC.
518-618-1175
Peter O'Brien
Major League Soccer
Frequently Asked Questions
What is the partnership between New Era Cap and MLS about?
The partnership establishes New Era Cap as the Official On-Field Cap provider for MLS, producing headwear and apparel for all 30 clubs.
When will the new products be available for fans?
Fans can expect to see new collections starting this summer, with additional releases planned for the 2026 MLS Kickoff Collection in December.
Why is this partnership significant for soccer in North America?
This partnership aims to leverage the growing popularity of soccer in North America and enhance fan engagement during key upcoming tournaments, including the FIFA World Cup.
How has New Era Cap contributed to soccer culture?
New Era has a long-standing history of producing quality headwear and works with MLS clubs to provide licensed products that resonate with fans.
Where can fans purchase New Era products?
New Era products will be sold on their official website as well as through select retail partners in stores.
