New Era Cap
New Era Cap is a 105-year-old privately held headwear and sports lifestyle brand, official cap licensee for MLB, NFL, NBA, NHL, MLS, WNBA, and NCAA, serving global sports fans, fashion consumers, and professional leagues through licensed merchandise, collaborations, and direct-to-consumer retail.
- Company typePrivate
- Founded1920
- HeadquartersBuffalo, United States
- Headcount1,001–5,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What New Era Cap does
New Era Cap, founded in 1920 in Buffalo, New York, is a privately held headwear and sports lifestyle brand backed by private equity firm ACON Investments. The company designs, manufactures, and distributes licensed and branded caps and apparel across a portfolio of proprietary silhouettes including the iconic 59FIFTY fitted cap (launched 1954), 9FIFTY snapback, 9TWENTY, 9FORTY, 39THIRTY, and 9SEVENTY stretch-snap. New Era holds exclusive official cap licensing agreements with the major US professional sports leagues (MLB, NFL, NBA, NHL, MLS, WNBA, MiLB), the NCAA, European soccer clubs (Liverpool FC, FC Barcelona, Manchester United, PSG), motorsport properties (Williams F1, Genesis Magma Racing), and golf organizations (PGA, LIV Golf, TGL), producing on-field caps, fan merchandise, and limited-edition championship and collaboration drops. The company completed its acquisition of '47 Brand in August 2024, creating a combined entity generating approximately $2 billion in annual revenue with an estimated 20-25% global headwear market share.
The business operates a hybrid go-to-market model combining direct-to-consumer e-commerce in 14+ country sites, owned retail flagships (including the April 2026 NYC SoHo location), and licensed distribution through sports retailers, team stores, and regional partners such as Metro Brands Limited in India and Experience Group in Spain. Product pricing is unit-based, ranging from approximately $32 for entry-level adjustables to $90 for premium collaborations and championship editions, with no subscription component. Revenue derives primarily from one-time retail transactions of licensed merchandise and branded apparel, supplemented by licensing royalties. Marketing is event-driven and product-led, leveraging championship moments, cultural collaborations (Spike Lee, BLACKPINK x MLB, Brooks Brothers, Rodrigo Roji), and influencer partnerships to drive urgency and collectible demand. Customer segments span dedicated sports fans and collectors, fashion-conscious consumers seeking streetwear-adjacent headwear, professional and collegiate teams requiring on-field gear, and corporate and retail licensing partners. New Era is reportedly considering a 2026 IPO alongside other sports-related companies.
New Era Cap firmographics
Firmographics- Name
- New Era Cap
- Legal name
- New Era Cap, LLC
- Website
- https://neweracap.com
- Company type
- Private
- Founded year
- 1920
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- New Era Cap is a 105-year-old privately held headwear and sports lifestyle brand, official cap licensee for MLB, NFL, NBA, NHL, MLS, WNBA, and NCAA, serving global sports fans, fashion consumers, and professional leagues through licensed merchandise, collaborations, and direct-to-consumer retail.
- Ownership category
- akta.pro rank
New Era Cap industry classification
Industry- Product category
- Licensed Sports Headwear and Apparel
- NAICS
- Apparel Accessories and Other Apparel Manufacturing (31599), Sporting Goods Retailers (45911)
- SIC
- Sporting & Athletic Goods, Nec (3949), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Hats, Caps & Headwear (CRAAAJAE)
- akta.pro secondary industries
- Headwear Manufacturing (Hats/Caps/Beanies) (IMAOAFAA), Sportswear Customization & Printing Retail (CRAMACAK)
Keywords
Where New Era Cap is headquartered
LocationHeadquarters
- HQ city
- Buffalo
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
New Era Cap business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Licensed Sports Merchandise Sales: New Era generates primary revenue through the design, manufacturing, and sale of licensed headwear and apparel for professional sports leagues (MLB, NFL, NBA, NHL, MLS, WNBA, NCAA) and international soccer clubs. Products include fitted caps, adjustable hats, and apparel sold at various price points.
- Apparel and Accessories: New Era sells apparel including t-shirts, hoodies, outerwear, and accessories such as backpacks, bags, and cap care products. Revenue is generated through one-time retail transactions.
- Licensing Royalties from '47 Brand: Following the acquisition of '47 Brand, the combined entity generates approximately $2 billion in annual revenue. Both brands operate independently but share distribution and licensing infrastructure.
- Collaboration and Limited Edition Products: New Era partners with artists, celebrities, and brands (Spike Lee, Brooks Brothers, K-pop groups) for limited-edition collections that command premium pricing and drive brand relevance.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level adjustable caps and basics |
| Unit Pricing | Pay-as-you-go | Mid-range fitted and performance caps |
| Unit Pricing | Pay-as-you-go | Premium collaboration and limited-edition products |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels6 records
New Era Cap product offering
Product offeringCore offering
New Era Cap designs, manufactures, and sells officially licensed sports headwear and apparel under long-term licensing partnerships with major professional sports leagues (MLB, NFL, NBA, NHL, MLS, WNBA, NCAA) and international properties including European soccer clubs and motorsport teams. Its flagship 59FIFTY fitted cap, launched in 1954, anchors a portfolio of proprietary cap silhouettes sold direct-to-consumer through neweracap.com, flagship retail stores, and licensed international retail partners.
Product overview
New Era Cap is a sports lifestyle brand and headwear company offering licensed and branded headwear and apparel. The core product portfolio centers on the iconic 59FIFTY fitted cap (launched 1954) alongside multiple cap silhouettes including 9FIFTY, 9TWENTY, 9FORTY, 9SEVENTY, 39THIRTY, and 19TWENTY. The company operates extensive licensing partnerships with major sports leagues (MLB, NFL, NBA, NHL, WNBA, MiLB, MLS, NCAA) and international properties including European soccer clubs (Liverpool FC, Manchester United, Chelsea, AC Milan, Barcelona, PSG), motorsport teams (Williams F1, Red Bull Racing, Haas F1, Ducati, NASCAR), and golf organizations (LIV Golf, PGA, TGL). New Era Branded represents the company's own apparel line including t-shirts, hoodies, outerwear, and accessories. The company completed its acquisition of '47 Brand in 2024, creating a combined entity generating approximately $2 billion in annual revenue.
Differentiator
Problem solved
Functional benefit
Brands
- New Era Golf: New Era's dedicated golf headwear and apparel collection featuring PGA, LIV Golf, and TGL partnerships.
- Rodrigo Roji
Products and services
- 59FIFTY Fitted Cap
- 9FIFTY Snapback Cap
- 9TWENTY Adjustable Cap
- 9FORTY Adjustable Cap
- 9SEVENTY Stretch-Snap Cap
- 39THIRTY Stretch Fit Cap
- 19TWENTY Everyday Nylon Adjustable Cap
- Golfer Performance Cap
- Licensed League Headwear and Apparel
- New Era Branded Apparel and Accessories
- Sustainable Headwear Collection
- Championship and Event Commemorative Collections
- Collaboration and Limited-Edition Collections
- Customization Service - The Garage
Quantifiable outcome
- $2 billion combined annual revenue with '47 Brand acquisition
- +3 more outcomes
Companies that use New Era Cap
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles4 records
New Era Cap technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
New Era Cap partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered strategic, core and regional.
- StubHubstrategicIntegration of personalized New Era merchandise offers into StubHub ticket purchase experience, launching ahead of F1 Miami Grand Prix. Leverages StubHub's prediction engine for tailored gear based on fan history and behavior.
- Genesis Magma RacingstrategicOfficial Headwear Partner for Genesis Magma Racing's debut season in FIA World Endurance Championship, including 24 Hours of Le Mans. New Era's first major involvement in FIA WEC paddock.
- BLACKPINK x MLBstrategicLimited-edition cap collection featuring K-pop group BLACKPINK with MLB franchises (Dodgers, Cubs, Mets, White Sox). Launched via pop-up in Osaka before global expansion.
- adidascoreExpanded NCAA partnership equipping all adidas partner schools in Power Four conferences with premium on-field caps for 2026. Expanded from initial Spring 2025 launch with 3 universities to 10 leading college baseball programs.
- United Football League (UFL)strategicOfficial league partner providing team jerseys and headwear for UFL 2026 season alongside adidas and NOBULL partnerships.
- Brooks BrothersstrategicJoint headwear collection combining Brooks Brothers' Ivy League tailoring heritage with New Era's sports culture legacy. Features 9TWENTY adjustable caps in 8 colorways and premium 59FIFTY fitted caps in exclusive colorways.
- Experience Group (Spain)regionalPartnership to expand New Era retail presence in Spain, operating 28 stores with plans for 4 more. Experience Group operates 300 multi-brand points of sale in Spain.
- FC BarcelonacoreHeadwear licensing partnership for exclusive streetwear-infused collection featuring Barcelona's deep blue and garnet colors. Collection includes 9FORTY, 9TWENTY, TRUCKER, and special edition 59FIFTY caps with 'Més que un club' motto.
- ComplexConstrategicOfficial Headwear Sponsor at ComplexCon 2025 in Las Vegas, featuring exclusive collaborations with Nigel Sylvester, Rodrigo Roji, Eastside Golf, and Warren Lotas. Custom booth experience and limited-edition caps.
- Big 12 ConferencecorePartnership making New Era the official championship headwear and apparel provider for Big 12 Conference. Rally House serves as e-commerce platform while New Era provides headwear for championship events.
- Liverpool FCcoreOfficial headwear provider partnership launching curated core and seasonal collections featuring club's official colors with dual branding. Select styles available in women's and youth sizing.
- Atlassian Williams RacingcoreMulti-year partnership starting 2026 Formula 1 season making New Era Official Teamwear and Headwear Partner. First-of-its-kind agreement designing full range of apparel, headwear, and accessories for team, drivers, and fans worldwide.
- Metro Brands LimitedregionalLong-term licensing agreement granting Metro Brands Limited exclusive rights to distribute New Era headwear, apparel, and accessories through retail stores, shopping kiosks, and online channels in India.
- '47 BrandcoreNew Era completed acquisition of '47 Brand, a premium sports lifestyle brand. Combined entity generates approximately $2 billion in annual revenue. Both brands maintain independent e-commerce and headquarters while sharing licensing infrastructure.
Scale indicators6 records
Recent moves8 records
Expansion highlights6 records
New Era Cap competitors and assessment
Company assessmentBroad incumbents
- Fanatics: Vertically integrated licensed sports merchandise giant that operates league-licensed e-commerce and increasingly competes for on-field and sideline licensing rights. Both a competitor to and potential threat to New Era's licensing portfolio across major US leagues.
- adidas: Global sportswear incumbent and New Era's partner in the expanded NCAA on-field cap program. Direct competitor in licensed sports apparel, headwear, and team-outfitting deals worldwide.
- Under Armour: Performance sportswear brand selling headwear and apparel across MLB, NFL, NCAA, and golf. Competes in the licensed headwear and team sports apparel categories New Era serves, particularly in performance-oriented SKUs.
- Nike: Global sportswear leader with deep licensing relationships across leagues, athletes, and teams. Competes with New Era in licensed sports apparel and lifestyle headwear (e.g., Nike caps sold via DTC and wholesale channels).
Direct peers
- Richardson Sports: Performance and sports headwear manufacturer offering caps and visors across outdoor, running, and team sports. Comparable to New Era's performance and Golfer silhouette lines and competes in the team/league wholesale channel.
- '47 Brand: Privately held sports lifestyle brand focused on licensed headwear and apparel, now a wholly-owned subsidiary of New Era following the August 2024 acquisition. Operates independently but shares distribution and licensing infrastructure, making it the closest internal comparable.
- Lids: Largest North American headwear specialty retailer, operating mall-based stores selling licensed and fashion caps including New Era products. Direct channel partner and competitor as both retailer and branded headwear seller.
- Yupoong / Flexfit: Global headwear manufacturer known for the Flexfit stretch-fit technology and blank caps used across the promotional, sports, and fashion industries. Comparable manufacturing competitor and a wholesale supplier to many of New Era's downstream customers.
- Mitchell & Ness: Licensed sports apparel and headwear brand known for nostalgic and authentic on-field merchandise across MLB, NBA, NFL, and NHL. Directly competes with New Era in licensed headwear and the throwback/heritagesports segment.
- Top of the World: Licensed collegiate and sports headwear manufacturer producing caps for NCAA, NFL, MLB, and other properties. Direct competitor in officially licensed headwear manufacturing.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
New Era Cap social profiles
Digital presenceNew Era Cap financial estimates
Financial estimateRevenue estimate
Valuation estimate
New Era Cap leadership team
Management profileNumber of profiles
Profiles5 records
New Era Cap subsidiaries and ownership
Company hierarchySubsidiaries1 record
New Era Cap funding detail
Funding detailFunding overview
Funding rounds1 record
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
New Era Cap M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about New Era Cap
What does New Era Cap do?
New Era Cap designs, manufactures, and sells officially licensed sports headwear and apparel under long-term licensing partnerships with major professional sports leagues (MLB, NFL, NBA, NHL, MLS, WNBA, NCAA) and international properties including European soccer clubs and motorsport teams. Its flagship 59FIFTY fitted cap, launched in 1954, anchors a portfolio of proprietary cap silhouettes sold direct-to-consumer through neweracap.com, flagship retail stores, and licensed international retail partners.
Is New Era Cap a public or private company?
New Era Cap is a private company. It is classified as private equity controlled and is currently operating.
When was New Era Cap founded?
New Era Cap was founded in 1920. It employs 1,001 to 5,000 people.
Where is New Era Cap based?
New Era Cap is headquartered in Buffalo, United States, in the North America region.
How does New Era Cap make money?
Four revenue lines are on record. Licensed Sports Merchandise Sales are the primary driver. The others are apparel and Accessories, licensing Royalties from '47 Brand and collaboration and Limited Edition Products.
Who are New Era Cap's main competitors?
Broad incumbents on record are Fanatics, adidas, Under Armour and Nike. Direct peers are Richardson Sports, '47 Brand, Lids, Yupoong / Flexfit, Mitchell & Ness and Top of the World.
Does New Era Cap have an API?
No public API is recorded for New Era Cap.
What industry is New Era Cap in?
New Era Cap's product category is Licensed Sports Headwear and Apparel. Its primary akta.pro industry code is CRAAAJAE, Hats, Caps & Headwear, with a secondary code of IMAOAFAA, Headwear Manufacturing (Hats/Caps/Beanies). Its NAICS code is 31599 and its SIC code is 3949.