New Era Caps a Landmark Year with Formula 1 and Liverpool FC Partnerships
New Era,the globally recognized lifestyle brand synonymous with headwear,is dramatically expanding its presence in the world of elite sports. in a move signaling enterprising growth and a refined brand strategy, New Era has secured meaningful partnerships with both Atlassian Williams Racing in Formula 1 and Liverpool Football Club, solidifying its position at the intersection of sport, fashion, and fan culture.
These aren’t simply branding exercises; they represent a strategic deepening of New Era’s involvement in the passions that drive millions worldwide. For over a century, New Era has cultivated a reputation for quality and style, and these collaborations are poised to amplify that legacy.
New Era Takes the Wheel: A Full Team Kit Debut in Formula 1
Perhaps the most groundbreaking announcement is New Era’s appointment as the official teamwear partner for Atlassian Williams Racing, beginning with the 2026 Formula 1 season. This marks a historic first for the 105-year-old company – the complete design and production of a Formula 1 team’s apparel, encompassing everything from performance-driven race suits to everyday headwear and accessories for drivers, team personnel, and fans.
This partnership effectively concludes Williams Racing’s long-standing relationship with PUMA at the end of 2025, paving the way for a full brand overhaul. The implications are substantial. Beyond the visibility of the New era logo, this signifies a complete aesthetic shift for the iconic racing team.
Luke Timmins,Merchandise and Licensing Director at Atlassian williams Racing,articulated the excitement surrounding the collaboration: “For almost 50 years,Atlassian williams Racing has been known for its bold innovation and passion for racing. From our world-class drivers and engineers to our first-rate fans and partners, we are building a team to win again and take pride in doing things differently. This first-of-its-kind partnership with New era will mean Atlassian Williams Racing shows up in style and help reach new audiences to join our journey back to the top.”
This sentiment underscores a key element of the partnership: a desire for revitalization and a fresh image. New Era isn’t just providing clothing; it’s contributing to a narrative of resurgence for a historic Formula 1 team.
A Red Revolution in Headwear: New Era and Liverpool FC Unite
On the football pitch, New Era is making waves with Liverpool FC, launching a dedicated official headwear collection. This isn’t a mere licensing agreement; it’s a carefully curated range designed to resonate with the fervent Liverpool fanbase.
the collection features New Era’s signature silhouettes - the 9FORTY, 9FIFTY, 9TWENTY, trucker caps, bucket hats, and beanies – all emblazoned with the iconic Liver bird crest.What elevates this collection beyond standard merchandise is the subtle integration of the club’s anthem, “You’ll Never Walk Alone,” woven into select designs, creating a powerful connection with supporter culture.
Lee Dwerryhouse, Senior Vice-President of Merchandising at LFC, emphasized the strategic value of the partnership: “we’re excited to work with New Era, an iconic brand with a rich history in headwear. Their expertise and reputation in this space make them a great addition to our retail offering, especially in such an vital product category for our fans. This collaboration is a great example of how we’re continuing to invest in our retail channels.”
This collaboration demonstrates Liverpool FC’s commitment to providing fans with high-quality, culturally relevant merchandise. New Era’s established expertise in headwear ensures a product that meets both aesthetic and quality standards.
Beyond Apparel: Building identity and Community
These partnerships represent more than just commercial ventures. They tap into the emotional core of sports fandom. new Era understands that apparel isn’t simply about performance or protection from the elements; it’s about identity, belonging, and expressing passion.
Whether it’s a Williams Racing race suit worn with pride in the paddock or a Liverpool bucket hat sported by a supporter in the Kop, these items become symbols of allegiance and shared experience. New Era is strategically positioning itself not just as an outfitter of teams, but as a facilitator of community and a purveyor of sporting culture.
This dual investment in Formula 1 and football demonstrates a clear and ambitious strategy. New Era is actively embedding itself into the global sports conversation, leveraging its design expertise and brand recognition to connect with fans on a deeper level. The coming years will undoubtedly see New Era continue to innovate and
