IRVING, Texas (September 29, 2025) — The Big 12 Conference today announced two new partnerships as part of its continued efforts to grow its merchandise and e-commerce presence, teaming up with Rally House and New Era to enhance the league’s retail and championship apparel offerings.

• Rally House will serve as the Official E-Commerce Platform and Official Brick-and-Mortar Fan Shop of the Big 12 Conference. Big 12 merchandise will be available across Rally House’s 300+ locations in 26 states - many within the Conference’s footprint - while also serving as activation sites for future Big 12 commercial partnerships and ticketing initiatives.
   
• New Era will become the Official Championship Headwear and Apparel Partner of the Big 12, with its branding featured across all Big 12 Championships, including LED signage, Big 12 Studios content, and Big 12 Radio on TuneIn. Additionally, as a league sponsor, New Era will be the presenting partner of the 2025 Big 12 Basketball Media Days.

“The Big 12 is excited to partner with both Rally House and New Era -- these partnerships significantly expand the Conference's retail presence both online and in-stores while giving fans more access to official gear than ever before,” said Tyrel Kirkham, Chief Brand & Business Officer for the Big 12. “Through these partnerships, we’re delivering a first-class merchandise experience while showcasing the Big 12 brand in new and innovative ways.”

“As New Era continues to grow its business throughout the college market, a partnership with The Big 12, a powerhouse conference, will take the New Era brand to the next level,” said Bruce Popko, VP, Global Licensing and Business Development for New Era. “We are excited to offer premium, official headwear and apparel for Big 12 students, alumni, and fans alike this coming season; especially while celebrating championship moments, a legacy that New Era has continued honoring throughout many sports leagues and conferences for decades.”

"For Rally House, this partnership is a landmark. Our brand was founded and grew up right in the heart of the Big 12 footprint in Kansas City," said Aaron Liebert, Rally House CEO and son of company founders Tim and Peg Liebert. "We have grown to 100+ stores across the conference's footprint providing fans with the most outrageous selection of officially licensed team merchandise and a focus on customer service, all while keeping an eye on making sure we have the most relevant "local stuff” at every store. Big 12 fans can trust Rally House to bring new, fresh, and exclusive products right to their local store or online at shop.big12sports.com,” added Liebert.

These partnerships mark the latest step in the Big 12’s broader strategy to expand its brand reach, drive fan engagement, and elevate the championship experience across all sports.
 
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 a 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.