Josh Allen has been a New Era Cap brand ambassador since his rookie campaign in 2018.
Seven years later, the Buffalo Bills star quarterback is now an equity partner in the Buffalo-headquartered company.
Buffalo Bills Mandatory Mini Camp
Buffalo Bills quarterback Josh Allen meets with the media after a mandatory NFL football mini camp on Tuesday, June 10, 2025. (Harry Scull Jr./Buffalo News) Harry Scull Jr./Buffalo News
Allen becomes the first ever company ambassador to receive an undisclosed equity stake in the headwear and lifestyle brand.
The expanded partnership between Allen and New Era now includes Allen taking on the new role of “Director of Billustration."
Also, as part of the renewed deal, New Era will collaborate with Oishei Children’s Hospital in Buffalo to raise money for the Patricia Allen Fund, which was established in memory of Allen’s grandmother.
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Additional collaborations with New Era will occur over the next few weeks and into the upcoming NFL season.
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The Bills worldwide brand is on fire, and so is their quarterback, whose popularity is now at an all-time high. Whether it is connecting with multiple national and international brands, becoming a savvy businessman and investor or raising funds for charity, Allen is as busy off the field as he has been on it, even after coming off a Most Valuable Player campaign.
“The long-term partnership we have built over the years is personal. New Era has believed in me since I was a rookie, and I believe in the brand and where we are going" Allen said in a statement. "In my new role, I want to create something that connects football, fashion, and the amazing kids who inspire me every day.”
Chris Koch, CEO at New Era, said this deal illustrates the importance of the relationship between the company and Allen.
“His new role at the company and unique vision will continue to strengthen our core values to be a progressive, authentic and disruptive brand, while we find creative ways to give back to the local Buffalo community, and beyond,” Koch said.
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Allen will wear nine different 9FORTY “Billustration” team caps that have been specially customized by Oishei Children’s Hospital patients as he walks through the tunnel walk at each Bills home game.
Afterward, the cap will be auctioned off to the public, with proceeds going to the Patricia Allen Fund, which benefits the critical care teams at the hospital with donations directly used for the care of Western New York’s children and families.
A two-minute film from New Era featuring Allen and announcing his new role with New Era was released Wednesday. Allen also created his first ever professional LinkedIn page, which is intended to amplify his new role while sharing news of upcoming initiatives, projects and product launches.
This announcement comes the same week as the reveal of Allen as the new pitchman for Wonderful Pistachios, which will soon come out with new commercials featuring the quarterback.
That partnership is the latest of a litany of national players seeking to partner with Allen. That includes national brands Pepsi, Gatorade, Paramount, Natrol Sleep & Restore, Nike, Gillette, Frito Lay and Verizon.
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Earlier this year, Allen joined The Cashmere Fund as a partner, investing in private, early-stage startups, particularly in consumer tech sectors. He’ll invest in the fund and use his public profile to promote portfolio companies, expanding the fund’s visibility and network.
Allen has also been an investor in TGL golf, a pickleball team, LA Mad Drops, and venture firm Forma Capital, which is focused on sports, health and wellness brands.
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