More than a dozen Premier League clubs, including Chelsea, Manchester United, Arsenal and Liverpool, have all signed up to the New Era website for free to see matches.
New Era also aims to help people understand the sport better and is working to bring in new and established players who have a passion for the sport.
New York City FC, the United States’ most famous team, signed up this year, while the New York Red Bulls have also signed up, joining the likes of the San Jose Earthquakes, Seattle Sounders and Vancouver Whitecaps in joining the New Century initiative.
But New Era’s ambition for the New Generation is not just about the clubs signing up.
New Century’s goal is to bring new players in to the sport, which means there will be some new faces in the league in 2017, said Peter Smith, chief executive of New Era.
New Era is also hoping to build a more professional structure in the sport in a bid to make it more appealing to fans and to make money, Smith said.
“The bigger picture is the league is going to need some serious support,” Smith said on a conference call with investors in January.
“That’s why we’re building a professional league and that’s why there’s a new professional league with the New Economy, New Economy Initiative, and we’re also working to make sure that all of our professional teams are going to be playing in this professional league.”
New Era’s aim is to make the game accessible to more people than ever before, and Smith said he hopes the initiative will help to do that.
“The new generation is going really fast,” Smith told investors on the call.
“They’ve never had this opportunity to watch a match before, so I think they’re going to really appreciate it.”
The new era initiative has been launched as part of a $10 billion programme called New Economy which aims to improve the lives of people who are struggling financially and in need.
New Economy will be funded through new tax breaks and new revenue streams.
The initiative will be used to build the New Empire Football Academy in London, which is set to house around 15,000 young footballers, with a view to bringing the total number of players in the country to 25,000 by 2020.
The academy will be open to the public, with the first match in 2021 being played at Old Trafford, the venue where Sir Alex Ferguson coached Manchester United for more than 40 years.
“I think New Era is really a big part of New Economy,” said Steve Wetherall, chief marketing officer at Premier League club Tottenham Hotspur.
“It’s a massive opportunity for us to give people something different and to get them involved with football.”
Tottenham Hotspur is one of the first clubs to have signed up with New Era, and is set for its first game at the academy.
“We’re going there to show off the quality of the football that we’re bringing to the Premier League,” said Wethermore.