Port Adelaide has secured a landmark partnership with New Era, with the iconic global brand joining the club as its Official Headwear Partner.
The partnership will support both the club’s AFL and AFLW programs and represents New Era’s largest club-level investment in the AFL.
The agreement builds on a strong relationship between Port Adelaide and New Era, which have worked together for more than a decade to produce headwear for members and supporters.
As part of the partnership, New Era will expand its presence across the club’s retail network, including the Port Store, Adelaide Oval and online channels.
The collaboration will also feature exclusive player-designed headwear collections, offering members and supporters unique products inspired by their favourite players.
Port Adelaide General Manager Consumer Business and Marketing Stephen Shirley said the club was excited to formalise its long-standing relationship with New Era.
“Over the past decade we’ve built a strong working relationship with Simon Hibbs and the team at New Era, and we’re delighted that has developed into an official partnership,” Mr Shirley said.
“This partnership allows us to further expand our headwear range and provide members and supporters with an even broader selection of products to shop at the Port Store, Adelaide Oval and online.
“We’re always looking for ways to provide our members and supporters with the highest-quality, on-trend merchandise, and New Era is unquestionably best in class in that space.
“The player design collaborations will be a unique offering for our members and supporters, and we’re excited to bring those concepts to life.”
New Era Australia General Manager Simon Hibbs said the company was proud to deepen its relationship with Port Adelaide.
"Without question, we feel privileged to be partnering with Port Adelaide, for what is now near a decade of working together,” Mr Hibbs said.
“We have been on a long partnership journey with the club and feel it's the right time for both parties to grow the relationship and deliver more to this engaged supporter base. This deal marks the largest investment at club level, and we are excited to collaborate on fresh ideas and products.
“We highly value our status as the exclusive Official Headwear Partner of the Port Adelaide Football Club, and the authentic connection with the fan community that this partnership offers.
“It's our deeper connection with sporting culture and street fashion beyond the field-of-play that motivates a more considered consumer who wants to support their team outside of the traditional colours and logos, whilst also being on-trend.
“I’m extremely proud to also continue our support of women in sport, through New Era’s position as the ‘exclusive on field headwear partner of the AFLW league’ since its inception in 2017.”
