Josh Allen gets equity stake in New Era, named "Director of Billustration"

[Draconator]

He will wear hats designed by Oshei patients during games, and those hats will be auctioned off with proceeds going to the Patricia Allen Fund. 

 

From Buffalo Business First: (Paywall): https://www.bizjournals.com/buffalo/news/2025/07/16/josh-allen-equity-stake-new-era-cap.html?utm_source=st&utm_medium=en&utm_campaign=BN&utm_content=BU&ana=e_BU_BN&j=40711244&senddate=2025-07-16

 

New Era Cap has expanded its partnership with Buffalo Bills quarterback Josh Allen, giving him an investment stake in the company.

 

The Buffalo-based international sports and lifestyle brand announced that Allen is the first ambassador to get an investment stake and the first to hold the title of "director of Billustration." The quarterback authenticated the new role by creating his first professional LinkedIn page.
 

Terms of the equity stake were not disclosed.

 

Allen has been a New Era ambassador since his rookie debut campaign in 2018. In his new role, Allen — the 2024 National Football League Most Valuable Player — designed an exclusive 9FORTY Billustration Team Cap, which features a hand-drawn Bills logo inspired by one Allen created. The design is being sold on New Era’s website.

 

New Era has announced several big-name partnerships over the last few years, such as a new partnership earlier this year with Major League Soccer and a multi-year agreement revealed last year with the National Hockey League.

 

The Buffalo company also last year announced an agreement to acquire ’47, a sports lifestyle brand, in a move that was expected to generate about $2 billion in annual revenue.

 

As part of the Allen deal, the quarterback will wear nine Billustration team caps, each customized by Oishei Children’s Hospital hospital’s patients, during his tunnel walk at each Bills home game. The caps will be auctioned off with proceeds going to the Patricia Allen Fund, which benefits the hospital’s critical care teams.

 

“The long-term partnership we have built over the years is personal,” Josh Allen said in a news release. “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.”

 

Edited 4 hours ago by Draconator

[Lost]

Thanks.   Just ordered one of these

 

 

 

 

[Chandler#81]

 

3 minutes ago, Lost said:

Thanks.   Just ordered one of these

 

 

 

 

We shoulda taken Rosen..🤦‍♂️

Edited 4 hours ago by Chandler#81

[JerseyBills]

This guy is amazing 

As obsessed Bills fan,  we really have to cherish this time , it'll be over before we know it. I can't see any future era topping what we have now 

[Gregg]

17 minutes ago, JerseyBills said:

This guy is amazing 

As obsessed Bills fan,  we really have to cherish this time , it'll be over before we know it. I can't see any future era topping what we have now 

 

It's all about championships. Hopefully they can win one with Allen as the QB. But if they don't win one until after Allen retires then that era will top the Allen era.

[eball]

Awesome!  Just ordered one of each...will instantly become my favorite and go-to hats!

 

[Lost]

If you haven't seen the promo video for this it's pretty good.

 

 

[transient]

https://www.neweracap.com/pages/josh

 

Awesome video announcement on their website. 

 

If New Era can put the Allen masterpiece Bills logo on a hat, I think the Bills should use it as the logo on the forthcoming red helmet!🤣

Edited 2 hours ago by transient

[KingBoots8]

Tinfoil hat on. Red helmet confirmed.

[Doc Brown]

New Era Field would be an appropriate name for the new stadium.  Way better than Highmark Stadium.

[Ridgewaycynic2013]

Public service announcement:  Russ Brandon has nothing to do with this new partnership, the Buffalo Bills, or New Era Cap.  (Just in case he tries to attach himself to it.)

[Lieutenant Aldo Raine]

40 minutes ago, transient said:

https://www.neweracap.com/pages/josh

 

Awesome video announcement on their website. 

 

If New Era can put the Allen masterpiece Bills logo on a hat, I think the Bills should use it as the logo on the forthcoming red helmet!🤣

 

Thanks for the link; just ordered mine.

[Rubes]

OMG I ordered that immediately.

 

[GottaRun]

SOLD OUT (in white) - that was fast

Edited 1 hour ago by GottaRun

[JP51]

2 hours ago, Chandler#81 said:

 

We shoulda taken Rosen..🤦‍♂️

I remember a time when this comment would have devolved into a bitter take sides debate... now it illicits only laughter... LOL 

[ChronicAndKnuckles]

This is the video that really sold me on Josh Allen. I mean I always knew he was a good guy, but this just proves to me just how big his heart really is. 
 

 

[Buffalo716]

1 hour ago, Doc Brown said:

New Era Field would be an appropriate name for the new stadium.  Way better than Highmark Stadium.

New era terminated the contract because it couldn't pay

Edited 21 minutes ago by Buffalo716

[SoonerBillsFan]

SuperBowl?

[ChronicAndKnuckles]

1 hour ago, JP51 said:

I remember a time when this comment would have devolved into a bitter take sides debate... now it illicits only laughter... LOL 

Thank God I can proudly say I was never in the Josh Rosen camp. 

[Sojourner]

3 hours ago, Gregg said:

 

It's all about championships. Hopefully they can win one with Allen as the QB. But if they don't win one until after Allen retires then that era will top the Allen era.

You think it tops it? Guy pulled us out of the depth of average to “failing” teams. Truly a franchise savior. 
 

Allen and the Bills general greatness may be measured to outsiders solely by championships collected or not but to any and every Bills fan, he’s top echelon and second to none. 
 

Great QB, great human being. Few and far between.