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New Era prolongs brand presence on McLaren F1 Team

New Era's logo will be featured on McLaren Formula 1 team's driver helmets and caps for the upcoming season.

The British Formula 1 team, McLaren F1 Team and New Era, the iconic headwear brand, have extended their long-term partnership.

In a move that elevates their long-standing partnership, New Era will now have its logo on both the helmets and caps of McLaren’s “Papaya Boys,” Lando Norris and Oscar Piastri, for the current season. This marks eight years since the headwear giant first became the iconic F1 team’s official headwear supplier.

Speaking about the extension, Chris Koch, New Era, CEO, said, â€śNew Era’s roots in the sports world run deep. For nearly a century, we’ve provided caps that combine style with performance worn both during games and on the sidelines. As McLaren Racing’s Official Headwear Partner, we’ve been able to provide that same level of style and authenticity to an iconic Formula 1 team. To now see the New Era flag adorn the helmets of McLaren’s F1 roster brings a new level of excitement to our longest-running F1 partnership. 

“New Era and McLaren Racing share a common passion for sport, creativity, and innovation. That’s what brought us together in 2015, and it’s what drives us to continue exploring new opportunities through our collaboration.”

Louise McEwen, Executive Director, Brand & Marketing, McLaren Racing, said, “We’re delighted to extend our partnership with New Era. Our headwear has always been a fan-favourite, so it’s fantastic that we will continue to excite our fans and launch some bold and iconic ranges to help them celebrate key season milestones alongside us.”

Founded over 100 years ago, New Era has become a lifestyle brand offering a variety of styles like fitted, snapbacks, and adjustable caps. It is particularly popular for featuring logos of Major League Baseball (MLB), National Basketball Association (NBA), and National Football League (NFL) teams.

The Papaya Army, recently secured partnerships with major companies like DP World, Hilton, and Google.

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