New Era and Haas F1 Team sign a partnership agreement

New Era and Haas F1 Team, the only American team competing in the FIA Formula 1 World Championship, are delighted to announce a new long-term partnership with the world’s leading headwear and lifestyle brand.

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The American brand has been producing performance headwear for some of the world’s finest leagues, teams and athletes since 1920. From the 2024 FIA Formula 1 World Championship onwards, New Era will provide MoneyGram Haas F1 Team with an essential line of driver headwear, worn by Kevin Magnussen and Nico Hulkenberg, and team headwear.

Special edition items will be produced for select races throughout the season, all to be featured across the iconic 9FORTY curved visor, the 9FIFTY snapback, mesh Trucker, and bucket collections.

Guenther Steiner, Team Principal of the MoneyGram Haas F1 Team, commented:

I’m naturally delighted that the New Era and Haas F1 Team are partnering together. They’re undoubtedly the leading brand in headwear, renowned for giving sports fans, in particular, the best possible line-up of headwear products. The sheer scale of New Era’s commercial reach around the world will be key to meeting the demand from our global fans – especially those in the United States.

We’re looking forward to working with another leading American lifestyle brand. Our shared synergies give us a great starting point, and I look forward to our collaboration.

Paul Gils, VP of EMEA at New Era, shared:

As a Formula One enthusiast and a firm believer in the power of collaboration, I’m thrilled to witness the natural partnership between New Era, a beacon of American headwear craftsmanship, and the MoneyGram Haas F1 Team, a symbol of American racing excellence. This collaboration underpins the shared values of innovation and precision that both brands embody. It is a testament to our commitment to represent the best of American ingenuity on the global stage.

About New Era

Since 1920, New Era has been handcrafting the finest headwear in the world. Today, with apparel and accessories lines, the brand is a market leader rooted in sports and an influencer of street and lifestyle culture around the globe. With over 500 licenses in its portfolio, New Era is the brand of choice in the worlds of sport, fashion, music and entertainment. The Company is headquartered in Buffalo, N.Y., and its products are sold in over 80 countries.