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Castore lands a ten-year kit deal with England

Castore has discussed making the kits using natural fabrics.

The UK-based sportswear brand Castore has struck a ten-year deal to become the official kit provider for England cricket men’s and women’s national teams.

It has been reported that the deal is worth UK£25 million (US$34.6 million) and will run for 10 years. Castore will replace the US-based New Balance who secured a similar deal back in 2017 with the ECB. Umbro and Slazenger were the others rumoured with the deal. Castore has discussed making the kits using natural fabrics.

Castore was founded back in 2016. It made its entry into cricket with the West Indies national side at the end of 2019. Later on, Castore became the England wicketkeeper-batsman Jos Buttler’s training apparel and the sports lifestyle, partner.

Castore has already shown its mark previously in the UK sports market which included kit contracts with the Premier League’s Newcastle United and Wolverhampton Wanderers, as well as English rugby union side Saracens. The company also has ongoing partnerships with the McLaren Formula One team, tennis legend Andy Murray and Olympic swimming gold medalist Adam Peaty.

It has been reported that the deal with the ECB provides Castore with a timely boost of an anticipated stock market entry in 2022. Castore is on its way to make UK£100 million (US$138 million) of sales this year.

In an interview with The Times UK, Castore co-founder Tom Beahon said, “The market is clearly fond of fast-growing, direct-to-consumer companies, so we tick a lot of boxes for investors.”

“There’s also been a lot of special purpose vehicles in the States, a lot of dry powder, and a lot of US guys who are interested in helping us grow. We just want to keep building the business and we will see what follows.”

Beahon added that the new England kit would be sold at a lower price than its usual. As part of a commitment to the ECB’s strategy of inspiring a younger generation into the sport.

Beahon said, “We want to introduce the sport to a wider social group and for our product to be available to them, so that will mean selling at a lower price point than we do normally.”

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