Star turn: Jones featured in New Era NFL ad
Dallas Cowboys owner Jerry Jones chooses a Cowboys NFL sideline cap over a traditional 10-gallon cowboy hat in one of a bevy of TV ads for New Era, the league’s new on-field cap licensee, debuting this week for the new football season.
The ads will break on NFL Network before
“We’re targeting the hard-core fans to make sure they know there’s a new official cap for their favorite league and they are made by someone who specializes in headwear,” said Braden Dahl, who heads New Era’s NFL marketing, adding that even before the TV campaign and NFL sidelines serve as powerful selling
New Era, longtime holder of MLB on-field cap rights, now has exclusive NFL sideline cap rights for the next five seasons.
“On field, our hope is that the cap is now considered just part of the uniform,” Dahl said. “For consumers, we’re telling the story of a technical cap with a traditional look.”
To support its new NFL rights, New Era has installed fixtures at NFL team shops and cemented club sponsorships with teams including the Bears, Bills, Cowboys, Packers, Steelers, Giants and Jets, the last two of which are being supported by a new New Era store on the 100 level of MetLife Stadium.