StubHub and New Era are teaming up to put the right gear in front of the right fan — at the exact moment they buy a ticket.
There are two ways you know a fan is all-in. The first is the ticket. The second is the cap.
For most fans, those two decisions happen separately: one on a ticketing platform, one on a merch site, days or weeks apart. Today, StubHub and New Era are changing that. Starting ahead of the Formula 1 Miami Grand Prix on May 4, fans who buy tickets on StubHub will see personalized New Era merchandise offers for their team built directly into the experience: at checkout, in their confirmation email, in their event reminder, and on their phone on race day.
The gear shows up when the excitement is highest. No separate tab, no browsing from scratch. Just the right cap for your team, at the moment you’ve already decided you’re going.
F1’s North American Fanbase Has Changed Everything
To understand why this partnership launches with F1, you have to understand what’s happened to F1 in North America over the last three years.
F1 ticket demand on StubHub in North America grew 132% between 2022 and 2025 — from 44,569 tickets sold to 103,340. That’s not a trend. That’s a transformation.
The merchandise numbers tell the same story. New Era F1 race-specific cap sales grew 1.5x in 2025 alone. In North American race markets, the growth has been even sharper: Miami up 87% year-over-year, Las Vegas up 46.5%, Austin up 34%. Fans aren’t just showing up to watch — they’re showing up dressed.
| “F1 has built one of the most passionate fanbases in live sports, and the data backs it up. These fans don’t just attend one event — they plan their lives around the calendar.” |
— Shaun Stewart, VP of Open Distribution, StubHub
And Miami sits at the center of that story. Since the Miami Grand Prix debuted in 2022, it has become the highest-grossing F1 market on StubHub in North America — generating more in ticket sales than Austin, Montréal, or Las Vegas. When we looked at where to launch this partnership, the answer was clear.
The Fan Who Goes to 3.2 Events a Year
Here’s the stat that surprised us most when we pulled the data: F1 fans on StubHub attend an average of 3.2 live events per year. That’s more than NFL fans, more than NBA fans, more than MLB fans, and more than concert-goers. Among all major categories on StubHub, only NHL fans come close.
F1’s North American audience isn’t casual. These are fans who have built their social calendars around race weekends, who travel to circuits they’ve never been to, who follow driver standings the way other fans follow standings tables. They are, by almost every measure, among the most committed live event attendees on the platform.
That’s the audience New Era is reaching. New Era’s F1 collection — launched to meet the surge in demand — now covers every team on the grid, from Red Bull to Ferrari to McLaren. And starting May 4, every StubHub fan who buys an F1 ticket will see that collection, personalized to the team they support.
How It Works
StubHub’s prediction engine analyzes purchase history, location signals, and browsing behavior to identify which team a fan supports. Fans don’t need to declare a team or fill out a profile. The system figures it out and surfaces the right gear automatically.
Once a fan completes their ticket purchase, personalized New Era offers appear across four moments:
- In the ticket checkout flow, before purchase is complete
- On the post-purchase confirmation page and in the follow-up email
- In event reminder emails in the days before the race
- Via push notifications on race day
Offers include the full New Era catalog at an exclusive discount available to eligible StubHub customers. And critically: offers span New Era’s full catalog across all teams and sports, so fans attending any event on StubHub can discover gear for the team they love, regardless of who’s playing that day.
| “StubHub’s audience unlocks a real opportunity for New Era — reaching fans at the exact moment they’ve committed to attending.” |
— Jonathan Smalley, VP of Ecommerce North America, New Era
Beyond F1: Every Sport, Every Fan
F1 is where this partnership launches. It’s where the data is most striking and where the timing — Miami, May 4 — gives us the sharpest news hook. But from day one, personalized New Era offers are available to StubHub fans across every major sport.
Buying tickets to see your NFL team in the fall? Your team’s New Era gear surfaces at checkout. Heading to an NBA playoff game? Same thing. MLB, NHL, college sports — the partnership covers the full StubHub catalog from the moment it goes live.
New Era has been handcrafting headwear since 1920 and today holds licenses across virtually every major sports league in North America. That depth of catalog is exactly what makes the personalization meaningful — whatever team a fan shows up for, New Era has the gear.
Why This Moment
Live events have always been about more than the game. The ritual of going — the planning, the travel, the outfit — is part of what makes it worth being there. StubHub’s job has always been to get fans to the ticket. This partnership extends that to the full experience of showing up.
We’ve been building toward this kind of integration for a while. Earlier this year,
we launched on ClaudeStubHub’s integration with Claude to let fans discover events through conversation. Last year, we partnered with Booking.com so fans could add hotels and flights directly after buying a ticket. New Era is the next step in that direction: making the moment around the ticket as seamless as the ticket itself.
The fan who buys an F1 ticket on StubHub has already made the decision. They’re going. The only question is whether they show up in the right gear. We think we can help with that.
Get Your Gear
The StubHub x New Era partnership launches ahead of the Miami Grand Prix on May 4. Buy your tickets on StubHub and your team’s New Era gear will be waiting for you.
Find F1 Miami Grand Prix tickets on StubHub → Shop F1 tickets on StubHub
Explore New Era’s F1 collection → New Era F1 collection
Shop the cobranded site → StubHub x New Era
Related
→ StubHub launches on Claude — conversational ticket discovery