McLaren F1 Team and New Era extend partnership

New Era has extended its long-standing partnership agreement with McLaren Formula One Team and will thus continue as their Official Headwear Partner.

The partnership extension will put the New York-based headwear company’s logo on the driver helmets of the Woking-based outfit throughout the 2024 F1 season. The McLaren drivers will also be seen sporting New Era gear away from the track. 

McLaren F1 Team and New Era have been partners since 2015.

Louise McEwen, Executive Director, Brand & Marketing, McLaren Racing, commented:

“We’re delighted to extend our partnership with New Era. Our headwear has always been a fan-favourite, so it’s fantastic that we will continue to excite our fans and launch some bold and iconic ranges to help them celebrate key season milestones alongside us.“

Chris Koch, CEO, New Era, added:

“New Era’s roots in the sports world run deep. For nearly a century, we’ve provided caps that combine style with performance worn both during games and on the sidelines. As McLaren Racing’s Official Headwear Partner, we’ve been able to provide that same level of style and authenticity to an iconic Formula 1 team. To now see the New Era flag adorn the helmets of McLaren’s F1 roster brings a new level of excitement to our longest-running F1 partnership.

“New Era and McLaren Racing share a common passion for sport, creativity, and innovation. That’s what brought us together in 2015, and it’s what drives us to continue exploring new opportunities through our collaboration.“