Liverpool have confirmed a partnership with New Era that makes the American brand their official headwear supplier, with an inaugural collection now available to supporters. According to 90min, the range incorporates club colours and detailing drawn from the Anfield anthem 'You'll Never Walk Alone'.
New Era is best known for its long-standing presence in North American sport, particularly through its association with Major League Baseball, and has in recent years expanded its footprint in European football. The arrangement with Liverpool represents a formal step into that market at one of the continent's most commercially active clubs.
For Liverpool, commercial partnerships of this kind have become an increasingly deliberate part of how the club operates off the pitch. The headwear category sits outside their primary kit deal and gives the club room to work with specialist brands in adjacent areas of fan merchandise — a model that several top European sides have adopted in recent seasons.
The collection itself, as 90min reports, is styled around the club's established palette and carries the kind of anthem-linked identity that Liverpool lean on heavily in their broader brand presentation. Whether the range extends beyond a launch drop into a longer seasonal programme has not been confirmed.
No financial terms were disclosed as part of the announcement.