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Hats Off To New Era, Adding CFL To Roster Of Sports, Entertainment Alliances

December 9, 2010: When things are going your way, it should go to your head. At least that's the way they might feel at New Era Cap, which on the heels of a solid deal with the NFL has signed a licensee pact with the Canadian Football League.

Financial terms of the three-year alliance, which begins with the 2011 CFL season, were not disclosed.

Last month, New Era signed a deal to become the official on-field cap for the NFL, beginning in 2012. Buffalo, NY-based New Era currently holds over 200 licenses, including alliances with the NBA, NHL, several international sports leagues, Disney, Marvel and Muhammad Ali Enterprises. The company also is the title sponsor for the annual Pinstripe Bowl college football game at Yankee Stadium, the first of which will be played Dec. 30 between Kansas State and Syracuse.

Under terms of the CFL deal, New Era would have the rights to manufacture headwear for all eight CFL teams. Merchandise will be available at all CFL stadiums, online via the CFL and New Era, at New Era Flagship stores and at select retailers around the world. The alliance includes worldwide distribution rights for New Era brands 59FIFTY and 39THIRTY headwear; as well as apparel including T-shirts and outerwear created by New Era division 5th & Ocean, Miami. Marketing will support but was not detailed.

"There are great things on the horizon for the CFL in terms of growth, and we're excited to be part of it," Rick Baetz, managing director, New Era Canada, said in a statement. "We plan to deliver quality products that will connect with both existing and new CFL fans. This partnership truly reinforces our commitment to the game of football."  

"There are great things on the horizon for the CFL in terms of growth, and we're excited to be part of it."

According to Jim Neish, vp of IMG Sports Licensing, licensing agent for the CFL, "We are extremely excited to add New Era to the CFL licensed family. The New Era brand has become synonymous with innovation and fashion and we look forward to the diversity that this brings to our emerging licensed business."

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