Sports and lifestyle brand New Era has recently announced a new multi-year partnership extension with F1’s McLaren Racing to further strengthen their decade-long relationship. The partnership entails New Era continuing as McLaren Racing’s official headwear partner, with their branding set to be prominently featured on the helmets of McLaren Formula 1 drivers Lando Norris and Oscar Piastri starting from the 2024 season. This collaboration signifies a significant milestone as it marks the first instance of New Era’s flag logomark appearing both trackside and on track in Formula 1 racing.
McLaren Racing became New Era’s inaugural F1 partnership back in 2015, initially focusing on a headwear collection for drivers and fans. Over time, the partnership expanded to encompass apparel rights and headwear across all McLaren Racing teams. Chris Koch, the chief executive at New Era, expressed enthusiasm about the extended partnership, highlighting the shared values of sport, creativity, and innovation between New Era and McLaren. Koch emphasized the commitment to amplifying inspirational voices within the racing community and beyond.
New Era is set to introduce a range of designs across its iconic styles, including the 9Forty Trucker A-Frame, 9Forty Snapback, 9Fifty, and Bucket Hat silhouettes throughout the year. Special releases are planned for key Grand Prix events in Miami, Monaco, Silverstone, and Austin, offering fans unique ways to engage with the McLaren Racing brand.
Louise McEwen, the executive director of brand and marketing at McLaren Racing, expressed delight over the partnership extension with New Era. Acknowledging the popularity of McLaren’s headwear among fans, McEwen highlighted the upcoming bold and iconic ranges that will be launched to coincide with significant milestones throughout the season, providing fans with opportunities to celebrate alongside the team.
