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Tottenham Hotspur names New Era as Official Headwear Licensee

Premier League club Tottenham Hotspur has named US baseball cap maker New Era as its Official Headwear Licensee.

As part of the multi-year deal, New Era will produce dual-branded Spurs headwear, for sale online and in-store retail channels.

New Era will also supply Spurs’ official retail outlets, including the Tottenham Experience store at the club’s forthcoming stadium.

The Spurs collection will also be available through New Era online and New Era retails stores, and will feature headwear silhouettes including the 9FIFTY snapback, 9FORTY adjustable and knits.

Established in the US in 1920, New Era is best known for its 59FIFTY cap. It has over 500 licensees in its portfolio, and supplies major sports teams and leagues throughout the US, including the NFL, MLB and NBA.

For a closer look at Tottenham Hotspurs’ portfolio, see our analysis of the club’s extension with main shirt sponsor AIA and its search for an elusive naming rights partner.