New Era Cap extends deal with England’s McLaren Racing

International sports and lifestyle brand New Era Cap and England’s McLaren Racing have announced a new multi-year partnership extension to expand their decade-long relationship.

The deal marks the first time New Era’s flag logo will appear both trackside and on track in Formula 1 racing.

In addition to continuing as McLaren Racing’s official headwear partner, New Era branding will also be featured on the helmets of McLaren Formula 1 drivers Lando Norris and Oscar Piastri beginning with the 2024 season.

McLaren became New Era’s first Formula 1 partnership in 2015 starting with a headwear collection for both drivers and fans. New Era has now expanded its collection by adding apparel rights while also providing headwear across all McLaren Racing teams.

The collection includes the 9FORTY Trucker A-Frame, 9FORTY Snapback, 9FIFTY and Bucket Hat silhouettes which will be launched throughout the year, including special releases for the Miami, Monaco, Silverstone and Austin grand prix events.

Chris Koch, New Era CEO, said: “[We] and McLaren share a common passion for sport, creativity, and innovation, and together, we’re committed to amplifying voices that inspire us on the track and beyond. We’re thrilled to see our New Era flag adorn the helmets of McLaren’s F1 roster and are eager to see what the upcoming seasons bring.”