There were three caps that stood out two with a bandanna like pattern around the top and one with a gold crown. In the summer of 2007, New Era voluntarily pulled three styles of New York Yankees hats from shelves across the country because the designs on the caps were seen to be gang-related. On the 22nd April 2021 it was announced that New Era would become a Merchandise Partner of the 2021 Rugby League World Cup. The company has been a licensee of the CFL for headwear and apparel since January 2011 and it will be the first time that the company provides football uniforms and sideline apparel. On September 12, 2018, it was announced that New Era would be the official outfitter for the Canadian Football League starting in the 2019 season. The stadium sponsorship agreement was ended at New Era's request in 2020, and the stadium was renamed Bills Stadium. The Athletic, which made the initial claim, continues to insist the hiring happened and that Brandon had been quietly fired after the story broke. A day later, New Era denied the hiring had taken place. After the Bills released CEO Russ Brandon in May 2018, New Era hired Brandon in an executive position. The Bills and New Era officially announced the stadium's new name of New Era Field five days later, on August 18, 2016. It was announced on August 13, 2016, that New Era and the Buffalo Bills reached an agreement for naming rights for Ralph Wilson Stadium. This made New Era the first headwear company to have exclusive rights for MLB, the NFL, and the NBA simultaneously. In 2017, New Era signed exclusive rights for NBA on-court products. New Era signed an additional deal in 2015 with Manchester United. In 2013, New Era signed with Australian cricket's Big Bash League as their official cap provider.
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In 2012, it acquired full exclusive sideline rights for the National Football League (NFL). In the 2010s, while New Era had long been associated with baseball, the company focused on delving into football and other sports leagues.
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In 1993, New Era was granted the first exclusive license with MLB to produce the on-field baseball caps for all of its (then 28, now 30) teams.
By 1965, New Era was supplying caps to about 10 of the 20 MLB teams.
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In 1954, the company’s fitted pro cap was modernized, redesigned and named the 59Fifty, aka the "Brooklyn Style" cap, by Harold Koch, who introduced many design improvements and innovations while head of New Era. In 1934, New Era began producing caps for the Cleveland Indians, which would be their first Major League Baseball (MLB) contract. In 1920, the company produced 60,000 caps. The company started with 14 employees, including Ehrhardt’s sister Rose, Ehrhardt's son, Harold, and Rose's son Wally Domas. Koch Cap Company." Production started on the third floor of 1830 Genesee Street in Buffalo, New York. In 1920, Ehrhardt Koch borrowed $1,000 from his sister, Rose, and $1,000 from his co-worker Joe and started his own cap company, the "E.
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