Formula 1 (F1) motor racing team McLaren has announced the extension and expansion of its partnership with sports headwear brand New Era Cap.
Through the expanded multi-year renewal, New Era branding will appear for the first time both on the track and off it with McLaren.
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New Era caps are worn trackside by McLaren drivers and staff, and now the brand’s logo will also appear emblazoned on helmets worn by the team’s two drivers, Lando Norris and Oscar Piastri, during races. The 2024 F1 season began earlier this month and runs through until Abu Dhabi in early December.
McLaren first partnered with New Era in 2015 to create a cap collection around the team’s two then drivers, and has served as McLaren’s official headwear provider since 2023 as part of a relationship that the new renewal will take beyond a decade.
The 2023 renewal saw New Era cover McLaren’s esports, IndyCar, Formula E, and Extreme E teams, and now the brand will have even more visibility on the F1 stage.
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Speaking on the partnership, New Era chief executive Chris Koch stated: “As we enter this new chapter as the team’s official headwear partner, we look forward to collaborating with McLaren to continue growing the influence and reach of racing globally.
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By GlobalData“New Era and McLaren share a common passion for sport, creativity, and innovation, and together, we’re committed to amplifying voices that inspire us on the track and beyond. We’re thrilled to see our New Era flag adorn the helmets of McLaren’s F1 roster and are eager to see what the upcoming seasons bring.”
McLaren and New Era will collaborate on co-branded headwear lines across the season in a range of styles, including special releases surrounding the Miami, Monaco, Silverstone, and Austin F1 Grand Prix races.
Louise McEwen, executive director of brand and marketing at McLaren Racing added: “[McLaren branded] headwear has always been a fan-favorite, so it's fantastic that we will continue to excite our fans and launch some bold and iconic ranges to help our fans celebrate key season milestones alongside us.”
New Era has always maintained a presence in global sport both in and out of motorsport, having also collaborated with McLaren rivals Red Bull Racing.
In June 2023, the cap brand collaborated with Italian soccer giants AC Milan to launch a new headwear collection around the team.
