New Era Cap and McLaren Racing Extend Partnership

New Era Cap LLC, the international sports and lifestyle brand, and McLaren Racing announced a new multi-year partnership extension that deepens and expands their decade-long relationship. The deal marks the first time New Era’s flag logomark will appear both trackside and on track in Formula 1 racing.

In addition to continuing as McLaren Racing’s Official Headwear Partner, New Era branding will also be featured on the helmets of McLaren Formula 1 drivers Lando Norris and Oscar Piastri beginning with the 2024 season.

McLaren became New Era’s first Formula 1 partnership in 2015. Beginning with a headwear collection for both drivers and fans, New Era has expanded its collection by adding apparel rights while also providing headwear across all McLaren Racing teams.

“Since the beginning of our relationship in 2015, New Era has been excited to partner with McLaren Racing. As we enter this new chapter as the team’s Official Headwear Partner, we look forward to collaborating with McLaren to continue growing the influence and reach of racing globally,” said Chris Koch, New Era CEO. “New Era and McLaren share a common passion for sport, creativity, and innovation, and together, we’re committed to amplifying voices that inspire us on the track and beyond. We’re thrilled to see our New Era flag adorn the helmets of McLaren’s F1 roster and are eager to see what the upcoming seasons bring.”

A wide collection of designs across New Era’s iconic styles – include the 9FORTY Trucker A-Frame, 9FORTY Snapback, 9FIFTY and Bucket Hat silhouettes – will be launched throughout the year, including special releases for the Miami, Monaco, Silverstone and Austin grands prix.

“We’re delighted to extend our partnership with New Era. Our headwear has always been a fan-favorite, so it’s fantastic that we will continue to excite our fans and launch some bold and iconic ranges to help our fans celebrate key season milestones alongside us,” said Louise McEwen, Executive Director, Brand & Marketing, McLaren Racing.

To shop New Era’s latest McLaren Racing collections, visit

ABOUT NEW ERA CAP: Since 1920, New Era has been hand-crafting the finest headwear in the world. Today, with an expansive portfolio of global licenses, the addition of apparel and accessories lines, and 1,000+ worldwide New Era Brand retail store network, the brand is a market leader rooted in sports and an influencer of street and lifestyle culture around the world. The Company is headquartered in Buffalo, N.Y., and its products are sold in more than 110 countries. For more information on New Era’s global offices and partnerships, visit and social channels @neweracap.

ABOUT McLAREN RACING: McLaren Racing was founded by racing driver Bruce McLaren in 1963. The team entered its first Formula 1 race in 1966. McLaren has since won 20 Formula 1 world championships, 183 Formula 1 grand prix, the Indianapolis 500 three times, and the Le Mans 24 Hours at its first attempt.

Oscar Piastri, McLaren F1 Team

McLaren Racing competes across six racing series. The team competes in the FIA Formula 1 World Championship with McLaren F1 drivers Lando Norris and Oscar Piastri, the NTT INDYCAR SERIES with Arrow McLaren drivers Pato O’Ward, Alexander Rossi and David Malukas, the ABB FIA Formula E World Championship with NEOM McLaren Formula E Team drivers Jake Hughes and Sam Bird, the Extreme E Championship with NEOM McLaren Extreme E Team drivers Cristina Gutiérrez and Mattias Ekström, and F1 Academy with ART Grand Prix and Driver Development program member Bianca Bustamante. The team also competes in the F1 Sim Racing Championship as McLaren Shadow, having won the 2022 Constructors’ and Drivers’ Championships.

McLaren is a champion for sustainability in the sport and a signatory to the UN Sports for Climate Action Commitment. It is committed to achieving net zero by 2040 and fostering a diverse and inclusive culture in the motorsport industry.

Share This Story...