Buffalo-based New Era partners with all 32 NHL teams

New Era’s new Local Market cap line has sparked confusion and controversy on Twitter. (Tom Szczerbowski/Getty Images for New Era Cap Co.)

BUFFALO, N.Y. (WIVB) — New Era, a Buffalo-based headwear and sportswear company, announced it will partner with the NHL and its 32 teams beginning with the 2024-25 NHL season.

The multi-year agreement will allow New Era to distribute apparel worldwide.

The Buffalo Sabres already have a relationship with New Era, dating back to the 1990s. The company has also acquired other NHL teams over time.

“This partnership brings together two global brands working together to grow a global game,” New Era CEO Christopher Koch said in a statement. “While we have worked with individual clubs for decades, we are excited about our new agreement with the League and look forward to creating special moments for fans and players in North America and around the world.”

Collections in the coming months will include vintage team logos as well as Winter Classic and Stadium Series logos.