McLaren Racing has extended and expanded its partnership with sports headwear brand New Era Cap.
The multi-year renewal will see New Era caps continue to be worn by McLaren Racing’s Formula 1 drivers and staff off the track. In addition, New Era branding will appear on the helmets of by the team’s two drivers, Lando Norris and Oscar Piastri, during races.
McLaren first partnered with New Era in 2015 before becoming the Surrey-based Formula 1 team’s official headwear provider in 2023. But now, for the first time, New Era will benefit from an on-track presence.
Chris Koch, New Era CEO, said, “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.”
Louise McEwen, Executive Director, Brand & Marketing, McLaren Racing, added, “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.”
New Era’s last renewal with McLaren saw its relationship expand beyond Formula 1 and cover McLaren’s esports, IndyCar, Formula E, and Extreme E teams.
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