New Era Partners with MLS as Official On-Field Cap Provider for All 30 Clubs

New Era Becomes Official On-Field Cap Provider for All 30 MLS Clubs as Soccer Popularity Explodes in North America. New Era Cap and Major League Soccer (MLS) have unveiled a new partnership naming New Era as the Official On-Field Cap of MLS, granting the brand rights to produce and distribute headwear and apparel for all 30 MLS clubs, including the newly debuted San Diego FC in 2025.

"With soccer's rapid rise in the U.S., this partnership aims to accelerate the sport's momentum and bring added attention to the outstanding talent and unique experiences that MLS clubs are delivering every single match," said Tim Shanahan, Senior Director of Licensed Products at New Era Cap. "New Era Cap is committed to soccer culture in North America, and we'll be there for the fans, athletes, and coaches, ready to provide products fit for the glory of every unforgettable golazo, hard-won tackle, and trophy-hoisting moment. The global game is growing faster than ever, and New Era is proud to team up with MLS to help it flourish here."

A Partnership for a Historic Soccer Moment

MLS is experiencing remarkable growth in the U.S. and Canada, with North America set to become the global epicenter of soccer as it prepares to host the 2026 FIFA World Cup. Both New Era and MLS are focused on harnessing this momentum to expand the sport's reach and deepen fan engagement.

"We are currently in one of the most exciting chapters in the history of our sport, and we are proud to welcome New Era Cap as the official on-field cap provider of MLS," said Rachel Hoagland, MLS SVP, Consumer Products. "As the game continues to grow at unprecedented levels across North America, this partnership will bring fans even closer to the players they love, and that will further deepen their connection to our league and fuel fandom."

What Fans Can Expect

Fans will see the first wave of New Era x MLS products this summer, including:

• New collections as part of the adidas x MLS Archive Collection

• Special releases for the MLS All-Star Game and MLS Cup Final presented by Audi

• Additional MLS headwear and apparel for everyday wear

The 2026 MLS Kickoff Collection will launch in December 2025, ahead of the new season and the World Cup year. Products will be available at neweracap.com and select retailers.

Expanding Soccer’s Lifestyle Influence

This partnership builds on New Era’s legacy with major U.S. leagues and its expanding global soccer portfolio. New Era has previously worked with several MLS clubs on licensed headwear and apparel. The agreement’s impact will be even broader as '47, now part of New Era’s family of brands, will also offer products for MLS clubs.

Soccer’s Moment in North America

The announcement comes as MLS celebrates its 30th season and as the region prepares to host the Concacaf Gold Cup, FIFA Club World Cup, and the FIFA World Cup across the U.S., Canada, and Mexico. The partnership is set to further fuel the league’s momentum and strengthen the bond between fans and the game