Mandatory Credit: Imagn Images

From MVP On the Field to Directorship Off the Field – Josh Allen Granted Equity In Expanded New Era Partnership

Josh Allen becomes stake holder in New Era Caps

Mandatory Credit: Imagn Images

The New Era Cap Company and Buffalo Bills quarterback Josh Allen have expanded their partnership in a first time deal. Allen, who has been the brand ambassador for New Era and has been with them since his rookie season in 2018, has now earned an investment stake in the company, something that New Era has never done before.

Along with his equity stake, Allen has also earned a new title of “Director of Billustration.” The Bills’ signal caller will continue to give back to the community through his love for the game and the city of Buffalo.

Bills QB and NFL MVP Allen now will be an equity partner with Buffalo-based @NewEraCap, and he will be working with patients at Oishei Children's Hospital to create custom hats he will wear before each home game this season. Allen is becoming the “Director of Billustration” for… pic.twitter.com/TacR99zh24
— Adam Schefter (@AdamSchefter) July 17, 2025

Josh Allen’s Role With New Era

As part of his work with New Era, Allen is set to wear nine different 9FORTY® Billustration Team Caps at each of the Bills’ home games. These caps have been designed by patients at the Oishei Children’s Hospital (OCH) in Buffalo.

After each game, the caps will be auctioned off, and all of the money will go to the Patricia Allen Fund. This fund was set up by Allen and his family in memory of his grandmother. The Patricia Allen Fund supports the critical care teams at OCH, as the entire amount of donated money is used for the welfare and care of children and families of Western New York.

Following his expanded role with New Era, Allen was thrilled at the opportunity to give back even more to the community and talked about connecting football with fashion for kids who inspire him on a daily basis.

“Buffalo has become home for me, and giving back to the community through my partnership with New Era means a lot. 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.”

Furthermore, Allen has also taken to social media, where he created his first-ever professional LinkedIn page for sharing key updates about upcoming projects and related topics.

Introducing New Era’s latest hire: Joshua P. Allen, Director of Billustration. As soon as we discovered his artistic ability, we knew we needed him on our team. His fresh title and MVP-level energy fit right in around HQ. @JoshAllenQB https://t.co/P20aBhcmyK pic.twitter.com/RtQdx4jFdJ
— New Era Cap (@NewEraCap) July 16, 2025

Limited Edition Josh Allen Designed Bills Caps

On the humorous side of things, the exclusive 9FORTY® Billustration Team Cap design drew inspiration from Allen himself when he hand drew a Buffalo Bills logo last year. Funnily, that sketch of the logo went viral as it resembled a potato more than anything else.

Allen’s design was actually used in a two-minute video that announced the quarterback’s expanded partnership and his “Director of Billustration” role. The short film was filmed at New Era’s corporate offices in Buffalo.

This limited edition cap, inspired by Allen’s design, is available for purchase online at neweracap.com. The caps are available in both blue and white colors.

New Era announces Josh Allen as the new ‘Director of Billustration’ in hilarious Bills fashion 😂 @NewEraCap pic.twitter.com/n7T9B2EEA0
— Yahoo Sports (@YahooSports) July 16, 2025

The past year has been a wonderful one for the 29-year-old from Firebaugh, California. In terms of success on the field, Allen won the first NFL MVP of his career after leading the Bills to the AFC Championship game.

Off the field, he married actress and singer Hailee Steinfeld on May 31, 2025, after the couple started dating in May 2023. The investment stake and enhanced role with New Era is yet another feather in his cap in a year that keeps on giving.

Mandatory Credit: Imagn Images

Buffalo Bills

Josh Allen

NFL

Devavrat Kulkarni

nfl

I am a content writer for the NFL team, and joined The Playoffs after working with Sportskeeda and NFL Analysis as an NFL writer. After starting my professional career as a French-to-English translator, working as a content writer is a new adventure for me. I started out in the sports media field for two main reasons: my love for sports in general, especially the NFL, NBA, and Tennis, as well as my passion for writing. The best part of this job is that I get to write a variety of pieces with the freedom to explore content from various angles. It also enables me to stay up to date with the sporting world, which otherwise can be difficult to do in the day-to-day grind. In a world full of chaos, sports unite and entertain like nothing else!