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.
