New Era inks two new partnerships
New Era has partnered with Liverpool FC as the club’s headwear provider and with Williams Racing as its teamwear and headwear partner.
The Liverpool agreement has included a core and seasonal collection featuring New Era’s 9FORTY curved visor, 9FIFTY snapback, Bucket Hat and Beanie in the club’s colours, with dual branding of the Liver Bird crest and New Era flag. Selected items have also carried the lyrics of the club’s anthem, “You’ll Never Walk Alone”, and styles have been made available in women’s and youth sizing. The collection has gone on sale across Liverpool FC’s retail channels.
The Williams Racing partnership has marked the first time in New Era’s 105-year history that it has supplied full teamwear in addition to headwear. From 2026, the brand will provide apparel, headwear and accessories for the team, drivers and pit crew across all 24 Formula 1 races. Williams Racing fans will also be able to purchase curated lifestyle collections and race specials during the season.
Williams Racing has competed in Formula 1 since 1977 and has won nine Constructors’ Championships and seven Drivers’ Championships, while Liverpool FC has recently finished third in the 2024/25 Premier League season. Both partnerships have furthered New Era’s expansion in the UK sports market.
Luke Timmins, Merchandise and Licensing Director, Atlassian Williams Racing, said, “This first-of-its-kind partnership with New Era will mean Atlassian Williams Racing shows up in style and help reach new audiences to join our journey back to the top.”
Lee Dwerryhouse, Senior Vice-President of Merchandising at Liverpool FC, said, “We’re excited to work with New Era, an iconic brand with a rich history in headwear. Their expertise and reputation in this space make them a great addition to our retail offering, especially in such an important product category for our fans. This collaboration is a great example of how we’re continuing to invest in our retail channels.”
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