New Era Cap

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.

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

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

• Licensed sports headwear
• Fitted baseball caps
• Sports apparel manufacturing
• Team licensed merchandise
• Headwear retail

Headquarters

HQ city

Buffalo

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. 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.
2. 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.
3. 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.
4. 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

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core 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

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

14 partnerships are on record, tiered strategic, core and regional.

• StubHubstrategicGTM or Marketing Partner · 20 April 2026Integration 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 RacingstrategicGTM or Marketing Partner · 2 April 2026Official 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 MLBstrategicGTM or Marketing Partner · 10 March 2026Limited-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.
• adidascoreGTM or Marketing Partner · 27 February 2026Expanded 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)strategicGTM or Marketing Partner · 13 February 2026Official league partner providing team jerseys and headwear for UFL 2026 season alongside adidas and NOBULL partnerships.
• Brooks BrothersstrategicGTM or Marketing Partner · 29 January 2026Joint 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)regionalChannel Partner/ Reseller/ Distributor · 10 December 2025Partnership 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 BarcelonacoreGTM or Marketing Partner · 6 November 2025Headwear 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.
• ComplexConstrategicGTM or Marketing Partner · 28 October 2025Official 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 ConferencecoreGTM or Marketing Partner · 29 September 2025Partnership 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 FCcoreGTM or Marketing Partner · 3 September 2025Official 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 RacingcoreStrategic or Co-development Partner · 2 September 2025Multi-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 LimitedregionalChannel Partner/ Reseller/ Distributor · 9 August 2024Long-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 BrandcoreStrategic or Co-development Partner · 8 August 2024New 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

Broad 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

• Xx.com/neweracap
• YouTubeyoutube.com/c/newera
• Facebookfacebook.com/neweracap
• Instagraminstagram.com/neweracap
• TikToktiktok.com/@neweracap
• Pinterestpinterest.com/neweracap

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about New Era Cap