Haas agree F1 headwear partnership with New Era

Long-term deal sees US brand sign on as official headwear partner.

The Haas Formula One team have agreed a headwear partnership with New Era.


  • US brand signs on as official headwear partner 
  • New Era will supply team and driver headwear from 2024


New Era becomes the latest US-based brand to sign on with the Haas team, following an agreement with online slots provider Play’n Go last week. The US brand has plenty of experience in the world of Formula One already, with supplier deals in place with Red Bull and McLaren.


Guenther Steiner, team principal of Haas, said: “I’m naturally delighted that MoneyGram Haas F1 Team is partnering with New Era. They’re undoubtedly the leading brand in headwear, renowned for giving sports fans in particular the best possible line-up of headwear products.

“The sheer scale of New Era’s commercial reach around the world will be key to meeting the demand from our global fans – especially those in the United States. We’re looking forward to working with another leading American lifestyle brand, our shared synergies give us a great starting point and I look forward to our collaboration together.”

Coming next:

The supplier contract gets underway for the start of the 2024 season, with Bahrain marking the first Grand Prix weekend of the year from 29th February to 2nd March.

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