North America's top-tier men's Major League Soccer (MLS) has today unveiled a commercial tie-up with US headwear brand New Era.
The tie-up makes New Era – headquartered in New York – the designation of official on-field cap of MLS, and also gives that brand production and distribution rights.
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Specifically, New Era will now be licensed to produce and distribute headwear and apparel for all 30 MLS clubs.
Initially, beginning this summer, New Era Cap "will launch new collections as part of the adidas x MLS Archive Collection," while it is also set to produce new "headwear and apparel products for everyday wear."
The New Era 2026 MLS Kickoff collection will then be made available to fans in December, ahead of the start of next year's campaign.
Rachel Hoagland, senior vice president of consumer products at MLS, has said: "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.”
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By GlobalDataTim Shanahan, New Era Cap's senior director of licensed products, added: "With soccer’s rapid rise in the US, 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."
Late last month, MLS announced a new partnership with global financial services company Corpay. Through a multi-year agreement, the US-based firm becomes the league’s official foreign exchange provider.
The 2025 MLS season in late February and will run through October 18, with the post-season playoffs then taking place.
New Era, meanwhile, has recently agreed an exclusive licensing partnership with the 24 Hours of Le Mans iconic motor racing event.
Through the deal, the two parties will collaborate to launch exclusive product offerings, including a range of headwear.
