Global headwear and apparel brand New Era Cap Company has been formally announced as the official on-field cap of the National Football League (NFL).
The new five-year deal, which begins April 2012, will see New Era enjoying the exclusive distribution rights and branding for all on-field, sideline and locker room caps, as well as co-exclusive rights for fan apparel.
In a similar arrangement to New Era's current licensing relationship with Major League Baseball, the new deal allows the Buffalo-based company access to all of the NFL's 32 team logos. Financial details of the agreement were not released.
"New Era has evolved over the last 90 years and the joining of these prominent logos - the NFL Shield and the New Era Flag unites two of the most recognisable brands in our industry," said Christopher H. Koch, New Era Cap chief executive officer. "We're excited to bring our unique combination of style and fashion to the NFL's passionate fan base while providing these fans with the opportunity to own the official on-field headwear worn by their favourite NFL players."
Leo Kane, NFL vice president of consumer products, said, "The NFL and New Era are two iconic brands and we are pleased to team with this industry leader to produce headwear that will be seen on sidelines and in the stands around the country and on streets around the world."