formula E Announces New Era
Formula E has secured a multi-year global licensing deal with international sports and lifestyle brand New Era.
The deal will see New Era supply a range of fan headwear products, as well as an official podium cap, to the all-electric motor racing series.
The Hankook Tire podium cap was unveiled at the 2023 Hankook Mexico E-Prix on 14th January when Avalanche Andretti Formula E team’s Jake Dennis won the first race of Formula E’s GEN3 era.
He became the first driver to wear the New Era 9FORTY cap, which kicked off the new relationship between Formula E and New Era.
The consumer range will be available to purchase across New Era’s international distribution platforms as well as Formula E’s official ecommerce channels and retail stores at races.
New Era already supplies headwear to some of the world’s biggest sports leagues including Major League Baseball (MLB), National Basketball Association (NBA) National Football League (NFL).
The partnership strengthens New Era’s presence in motorsport following a recent deal with Oracle Red Bull Racing as well as being the official headwear supplier to teams spanning rugby, golf, and football, including Premier League football club Manchester United.
Jamie Reigle, Chief Executive Officer, Formula E, said, “We are excited to make history with New Era and go all the way to the top step of the winner’s podium for the first time in motorsport with the Hankook Tire podium cap. New Era is an industry leader and one of the most recognisable and iconic lifestyle brands.
“This new partnership showcases the strength of our global licensing offer while giving fans the opportunity to share their passion for Formula E with a premium fashion product featuring our refreshed brand identity.”
Paul Gils, Vice President EMEA, New Era, added, “We are excited to be partnering with Formula E in 2023. As changemakers in our respective industries, we are thrilled to see Formula E designs on New Era’s most renowned silhouettes in new and exciting materials. Formula E marks another step in New Era’s presence in motorsport.”
