June 9 – Major League Soccer (MLS) has partnered with New Era Cap, LLC, naming the iconic brand as the Official On-Field Cap of MLS. The deal grants New Era rights to produce and distribute headwear and apparel for all 30 MLS clubs.
“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 deliver every match,” said Tim Shanahan, Senior Director of Licensed Products at New Era Cap.
“New Era is committed to soccer culture in North America, and we’ll be there for fans, athletes, and coaches—ready to provide products fit for the glory of every unforgettable golazo, hard-won tackle, and trophy-hoisting moment.”
Both companies are betting big on soccer’s continued U.S. growth, especially with a decade of major international tournaments heading to American soil. The timing couldn’t be better for capitalizing on the sport’s expanding fanbase.
“We are currently in one of the most exciting chapters in the history of our sport, and we’re proud to welcome New Era Cap as the official on-field cap provider of MLS,” said Rachel Hoagland, MLS SVP of Consumer Products.
“As the game continues to grow at unprecedented levels across North America, this partnership will bring fans even closer to the players they love and further deepen their connection to our league.”
New Era has been steadily expanding its soccer portfolio in recent years, building on its legacy with major U.S. sports leagues to foster fan engagement and shape culture alongside some of international soccer’s biggest brands.
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