New Era Cap Expands Josh Allen Partnership, Grants Equity and Awards Him the Title "Director of Billustration"

Buffalo Bills Quarterback Teams Up with New Era^® and Buffalo's Oishei Children's Hospital for Exclusive 9FORTY^® Billustration Team Cap for the 2025 NFL Season

"Director of Billustration" Film LINKED HERE
"Director of Billustration" Photos LINKED HERE

BUFFALO, N.Y., July 16, 2025 /PRNewswire/ -- New Era Cap, the international sports and lifestyle brand, is proud to announce that Buffalo Bills quarterback Josh Allen is expanding his long-standing partnership with the company, becoming the first ambassador to receive an investment stake in the company and earning a new title as its first-ever "Director of Billustration." This is a renewed partnership as Allen has been a New Era ambassador since his rookie debut campaign in 2018. This new role will allow Allen to blend his love of the game, the city of Buffalo, and giving back to the community through an exclusive 9FORTY^® Billustration Team Cap that was designed by the 2024 NFL Most Valuable Player.

In collaboration with Buffalo's Oishei Children's Hospital (OCH) and the Patricia Allen Fund, Allen will wear nine different 9FORTY^® Billustration Team Caps that have been specially customized by OCH patients during the tunnel fit walk at each Bills home game. After each game, the cap Allen wore will be auctioned off to the public with proceeds going to the Patricia Allen Fund. The Patricia Allen Fund benefits the critical care teams at OCH, with 100% of donations directly used for the care of Western New York's children and families.

"Buffalo has become home for me and giving back to the community through my partnership with New Era means a lot," said Allen. "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. In my new role as Director of Billustration, I want to create something that connects football, fashion, and the amazing kids who inspire me every day."

The initiative marks a new chapter in New Era's longstanding support of Buffalo's sports culture and philanthropic community.

"Josh has been a valued member of the New Era family since his rookie season and we are beyond excited to deepen our partnership and expand our future together," said Chris Koch, CEO at New Era. "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."

The exclusive 9FORTY^® Billustration Team Cap was inspired by a hand drawn Buffalo Bills logo that Allen created. This viral moment was built into a two-minute film from New Era featuring Allen to announce the news of his new "Director of Billustration" role. Allen filmed the content at New Era's corporate offices in Buffalo with appearances by Mark Maidment (SVP, Brand), Jesse Ladoue (Director, Marketing), Steve Gallo (General Manager, North America) and Andrew Cianflone (VP, Human Resources). The short film launched today, on July 16 (7/16), to help celebrate the city on 716 Day and show the commitment and pride that Allen and New Era have for the Buffalo community.

Allen authenticated his new role as "Director of Billustration" at New Era with the creation of his first ever professional LinkedIn page. The page will continue to amplify Allen's creative leadership role at the company, while sharing news of upcoming initiatives, projects, and product launches.

The limited edition 9FORTY^® Billustration Team Cap, in both a white and blue version, is available for public purchase and launches exclusively online today at neweracap.com.

ABOUT NEW ERA CAP: Since 1920, New Era Cap has been hand-crafting the finest headwear in the world. Today, with an expansive portfolio of global licenses, the addition of apparel and accessories lines, and 1,000+ worldwide retail store network, the brand is a market leader rooted in sports and an influencer of street and lifestyle culture around the world. The company is headquartered in Buffalo, NY, and its products are sold in more than 125 countries. For more information on New Era's global offices and partnerships, visit www.neweracap.com and social channels @neweracap. 

PRESS CONTACT: 
Marc Sausa
Berk Communications for New Era Cap, LLC
[email protected]

Lauren Menache
New Era Cap, LLC
[email protected]

SOURCE New Era Cap LLC