Formula E lands multi-year global licensing deal with New Era

The agreement calls for New Era to deliver the all-electric motor racing series with a variety of fan headwear goods.

The single-seater motorsport championship for electric cars, Formula E has inked a multi-year global licensing agreement with an international sports and lifestyle firm, New Era.

The agreement calls for New Era to deliver the all-electric motor racing series with a variety of fan headwear goods, in addition to an official podium cap.

The Hankook Tire podium cap was revealed at the 2023 Hankook Mexico E-Prix on January 14, when Jake Dennis of the Avalanche Andretti Formula E team managed to win the very first race of Formula E’s GEN3 era.

He was the first driver to wear the New Era 9FORTY cap, kicking off Formula E’s new partnership with New Era.

The consumer collection will be accessible for purchase through New Era’s worldwide distribution portals, along with Formula E’s official e-commerce networks and race chain outlets.

New Era already provides headwear to some of the most well-known sports leagues, such as Major League Baseball (MLB), the National Basketball Association (NBA), and the National Football League (NFL).

After a recent contract with Oracle Red Bull Racing, the collaboration enhances New Era’s presence in motorsport, as well as its role as an official headwear supplier to teams encompassing rugby, golf, and football, including the 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 allowing fans to share their passion for Formula E with a premium fashion product featuring our refreshed brand identity.”

Paul Gils, Vice President EMEA, New Era, said, “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.”

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