Liverpool FC Expands Merchandising Portfolio with New Era Collaboration.

Roger Hampel

Liverpool FC has entered into a collaboration with New Era, the global lifestyle and headwear brand, to launch an official headwear collection featuring both the Liver bird crest and the New Era flag logo.

Product Range Liverpool FC New Era

The curated collection includes New Era’s signature designs, such as the 9FORTY curved visor, 9FIFTY snapback, bucket hat, 9TWENTY, 19TWENTY golfer, trucker cap, and beanie, all in Liverpool’s official colours. Some items also incorporate the club’s anthem lyrics, You’ll Never Walk Alone. The collection is available in core and seasonal editions, with selected models produced in women’s and youth sizes.

Founded in 1920 in Buffalo, New York, New Era becomes Liverpool FC’s official headwear provider. The range is now available through LFC Retail channels, including online and club stores. To mark the launch, fans purchasing items at the Anfield club shop on 7 September will have access to exclusive free customisation.

Strategic Context

The collaboration adds to Liverpool FC’s merchandising strategy by expanding into a significant product category within sports lifestyle retail. For New Era, the partnership strengthens its presence in European football while aligning with one of the sport’s most globally recognised clubs.

The official launch is supported by a creative campaign featuring Liverpool fans, including Katy Alex, Moses, Chelcee Grimes, Manny, and Yombo, each representing different styles and connections to the club.

Leadership Statements

Lee Dwerryhouse, senior vice-president of merchandising at Liverpool FC, said the partnership enhances the club’s retail channels by adding a globally recognised headwear brand.Laurence Joslin, brand director EMEA at New Era, described the collaboration as combining tradition with modern style, aiming to deliver headwear that reflects both legacy and individuality.