The leading football tournament in North America, the Major League Soccer (MLS) has announced a new partnership with a renowned sports and lifestyle brand, New Era Cap.
Through this agreement, New Era Cap has become the official on-field cap of MLS, and the worldwide sports and lifestyle brand has the rights to produce and distribute headgear and products for all 30 MLS clubs.
Tim Shanahan, Senior Director of Licensed Products at New Era Cap, commented, “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 are delivering every single match. New Era Cap is committed to soccer culture in North America, and we’ll be there for the fans, athletes, and coaches, ready to provide products fit for the glory of every unforgettable golazo, hard-won tackle, and trophy-hoisting moment. The global game is growing faster than ever, and New Era is proud to team up with MLS to help it flourish here.”
With the FIFA World Cup 2026 approaching, North America will be the focal point of international soccer for the next two years. Over the past several years, MLS has experienced tremendous expansion in the United States and Canada. MLS and New Era are both committed to using this momentum to propel the sport’s ongoing development and growth at the most exciting juncture in North American soccer history. Together, they will introduce new merchandise and create genuine experiences that will have a lasting effect on and off the pitch, engaging both new and old fans.
Rachel Hoagland, MLS SVP, Consumer Products, said, “We are currently in one of the most exciting chapters in the history of our sport, and we are proud to welcome New Era Cap as the official on-field cap provider of MLS. 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 that will further deepen their connection to our league and fuel fandom.”
As the collaboration grows, fans will see more styles starting this summer. In addition to the MLS All-Star Game and MLS Cup Final presented by Audi, New Era Cap will introduce new collections as part of the adidas x MLS Archive Collection. Additionally, New Era will introduce more MLS headwears and daily wear items.
Furthermore, New Era and other MLS clubs have previously collaborated to manufacture branded items, including headgear and shirts. This new arrangement has an even broader impact, as ’47—now part of New Era’s family of brands—will have items accessible for MLS clubs.
The partnership between MLS and New Era Cap comes at a time when North American soccer is seeing a surge in popularity. As MLS enters its 30th season, the United States is simultaneously preparing to host the CONCACAF Gold Cup and FIFA Club World Cup 2025, as well as the FIFA World Cup in the United States, Canada, and Mexico in 2026.
