Read our new manifesto

Explore our new sections and topics

14 - 18 June

How Home Depot is building consumer love with the help of data

Ken Hein

US editor

Shavonne M Clark

senior manager of marketing

Manchester United partner with New Era to launch headwear range

Manchester United has announced a new partnership with New Era to produce a range of branded headwear merchandise for the Premier league club.

The US sports brand synonymous with baseball caps will create a line of headwear products for Manchester United including its most popular product, the 59FIFTY fitted baseball cap as well as visors, hats, bobble hats and beanies.

The deal will significantly expand the New York-based company’s reach into European football and throughout the world thanks to the club’s 659 million global fan base.

Manchester United group managing director, Richard Arnold, said the club was “delighted” with the partnership which would “bring fans a fresh approach to the branded headwear available to them”.

New Era’s president and chief executive Christopher H. Koch said the company “couldn’t be more thrilled to partner with Manchester United on a global level”.

He continued: “As New Era continues to expand its international reach, growing our business in world football was a natural progression. A partnership with such a globally revered club is a great opportunity for us to bring quality headwear to the football market."

In recent years the headwear brand, which was established in 1930, has branched out from its roots in baseball and has made a number of partnerships with other organisations and brands such as the NFL and DC and Marvel comics.