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Castore

J. Carter Sporting Club Limited, operating as Castore, is a British manufacturer of sportswear and athletic clothing, headquartered in Manchester, England. The company's products are now sold worldwide[6] and have sponsorship deals with association football teams, cricket teams, rugby union teams, Formula One teams, and tennis players.

History

The company was founded in 2015 by brothers Thomas and Philip Beahon, when they were 25 and 22 years old respectively.[7] Tom had been a professional youth football player for Tranmere Rovers between the ages of 17 and 21 before spending time at Jerez Industrial in Spain and attending the Glenn Hoddle Academy.[7] Phil played semi-professional cricket for Cheshire and Lancashire cricket clubs.[7]

The pair left their playing careers in 2013 and moved to London to work in finance in an effort to raise money for their sportswear venture;[7] Tom worked at Lloyds Bank and Phil for Deloitte.[8] During their time in London they began their market research by interviewing patrons of high-end gymnasiums and signing up a number of prolific investors from the fashion and sporting industries.[7] Castore launched online in 2016.[7] In 2019 Forbes listed the pair in their "30 Under 30" list.[9]

On 5 July 2023, it was announced that Castore is to open its first shop in Ireland, on Dublin's Grafton Street.[10] In March 2024, Castore has secured an exclusive deal with GL Dameck to become the sole licensee for Umbro Professional Team Sports, enabling them to distribute the Umbro brand across several key European markets.[11]

Sponsorships

2019

In January 2019, Castore became the official kit partner to British tennis champion Andy Murray, who also became a shareholder in the company in March of that year.[12] The company brands Murray's products as AMC, and it became the official apparel partner of the Lawn Tennis Association.[13] Marlie Packer, who plays for England's women's rugby union team, is a brand ambassador for Castore.[14] In December 2019, Cricket West Indies signed a three-year deal with Castore to produce their official kit.[15]

2020

In early 2020, Castore secured £7.5 million in funds from undisclosed private investors to help the company move into elite professional football.[16] In May 2020, Castore became the official kit supplier of Scottish Premiership club, Rangers on a five-year deal believed to be worth £25 million.[17][18]

2021

In May 2021, McLaren and Castore announced a multi-year deal for them to become the official team apparel and sportswear partner to the McLaren Formula One team.[19] In the same month, Castore signed a multi-year deal with Premier League club Wolverhampton Wanderers to become their new on-field partner. This partnership deviated from previous agreements held by the company, with Castore providing the playing staff with kits, while Wolves manufactured and distributed the replica kits under license.[20]

In June 2021, it was announced that rugby union side Saracens had agreed a five-year supply deal with Castore ahead of their return to Premiership Rugby in the 2021–22 season. The deal also included additional partnerships with Saracens' women's team and Saracens Mavericks netball team.[21] In July 2021, Castore signed a multi-year deal with Premier League club Newcastle United to become their new kit manufacturer.[22]

In September 2021, it was announced that the England and Wales Cricket Board had signed a ten-year deal with Castore worth £25 million to become the official kit supplier, starting from April 2022.[23] The same month Cricket South Africa signed a three-year deal with Castore to produce their official kit,[24] although a new technical partner was announced with more than 12 months left on the original deal.[25] In December Kent County Cricket Club announced it would partner with Castore as a technical partner beginning in the 2022 season.[26]

2022

Ahead of the 2022–23 season, Castore continued its expansion into professional football, announcing new partnerships with Premier League club Aston Villa,[27] English Football League clubs Charlton Athletic,[28] Milton Keynes Dons[29] and Salford City,[30] as well as La Liga club Sevilla,[31] Bundesliga club Bayer Leverkusen[32] and Serie B club Genoa.

2023

Ahead of the 2023 Formula One season, Red Bull Racing announced that they would be leaving Puma for Castore for the 2023 Formula One season.

In March 2023, the FAI announced a 5 year deal for Castore to become the official kit supplier of the Irish men’s and women’s national football teams[33]

Starting in the 2023–24 football season in The Netherlands, Feyenoord announced that they will leave Adidas after 9 years for Castore and in April 2023 FC Utrecht and FC Twente also announced to start with Castore for the 2023–2024 season.

And also starting the 2023 MotoGP season, Repsol Honda Team announced that will leave Alpinestars for Castore as the new official team apparel.

Furthermore, in March 2023 Worcestershire CCC announced a multi-season partnership with Castore.[34]

In June 2023 GNK Dinamo Zagreb also announced to start with Castore for the 2024–2025 season. Glentoran F.C. also announced a partnership with Castore for the 2023–2024 season.[35]

In December 2023, it was announced that New Zealand Cricket had signed a six-year deal with Castore as the outfitter of Blackcaps and White Ferns. They will start with Castore from October 2024.[36][37]

2024

In June 2024 it was announced that Castore had signed a multi-year deal with Everton F.C. starting 2024/25 season as kit manufacturers and stadium sponsors at the new Everton Stadium.[38]

Ownership

As of, the company has 33 shareholders with the largest being the two founders, each with 18.59%, and Monte Group (Jersey) LTD with 15%.[40]

Other shareholders of the company include Robert Senior (former CEO of Saatchi & Saatchi), Tom Singh (founder of New Look), YOOX Net-a-Porter Group investor Arnaud Massenet, and tennis player Andy Murray.[12]

Criticism

Castore has come under heavy criticism from both fans and teams, particularly about the quality and design of its products.[41][42][43][44]

Aston Villa

In September 2023, the kit Castore designed for Aston Villa's men's and women's team's received criticism from players due to the shirts soaking sweat, leading to them visibly changing colour, as well as becoming heavy and uncomfortable as a match went on.[45]

The Villa women's team were reported to have "dreaded" wearing the shirt because of how it clung to the body as it became wet.[46]

As well as requesting a short-term solution, Aston Villa looked to end their contract with Castore early as a result of player complaints regarding the kit.[47]

In December 2023, Castore delivered a new Aston Villa kit which they hoped would resolve the issues, however it was reported that the club still wanted to sever its multi-year contract with the brand.[48]

Ultimately, in January 2024, it was revealed that Aston Villa had severed their contract with Castore and opted to move instead to Adidas.[49]

West Coast Eagles

In 2021, the West Coast Eagles became the first (and so far, only) AFL team to use Castore as its official sportswear brand. Despite signing a three year deal, the relationship was terminated at the end of 2022 due to various quality and supply issues.

External links

References

  1. Registered office address changed Companies House, Castore, 7 June 2021, retrieved 1 August 2021^
  2. Terms and Conditions Castore Sportswear, retrieved 4 August 2021^
  3. Our Stores Castore, retrieved 29 March 2021^
  4. Total exemption full accounts made up to 31 January 2020 Companies House, J.Carter Sporting Club Limited, 31 January 2020, retrieved 31 October 2020^
  5. The Andy Murray Collection Castore, retrieved 29 March 2021^
  6. Tom Houghton. Brothers set to take on the world with their luxury sportswear brand Business Live, 28 April 2021, retrieved 2021-08-21^
  7. Dearbhla Gavin. The young brothers who signed up Andy Murray BBC News, 23 September 2019, retrieved 31 October 2020^
  8. Tom Houghton. The ex-athlete brothers who signed Andy Murray now taking on the world with luxury sportswear brand Castore BusinessLive, 2 January 2020, retrieved 18 November 2020^
  9. Castore Forbes, retrieved 18 November 2020^
  10. Premium sportswear brand Castore to open store on Grafton Street The Irish Times^
  11. Tariq Saleh. Castore bolsters English soccer footprint with Umbro sub-license deal Sportcal, 2024-03-21, retrieved 2024-03-25^
  12. Danielle Wightman-Stone. Andy Murray becomes shareholder in sportswear brand Castore FashionUnited, 7 March 2019, retrieved 31 October 2020^
  13. LTA enhance commercial programme with long-term AMC apparel deal Lawn Tennis Association, 13 November 2020, retrieved 14 November 2020^
  14. Jenny Hardcastle. Introducing England Rugby Player – Marlie Packer Castore, 20 May 2020, retrieved 31 October 2020^
  15. CASTORE SPORTSWEAR: OFFICIAL KIT PARTNER FOR WI TEAMS Cricket West Indies, 27 December 2019, retrieved 31 October 2020^
  16. Katie Imms. Castore secures £7.5m to support expansion Drapers, 17 February 2020, retrieved 29 March 2021^
  17. Joe Moore. Castore co-founder Tom Beahon teases plans for new 2020/21 Rangers kits after signing £25million deal with Scottish Premiership giants Talksport, Wireless Group, 19 May 2020, retrieved 4 November 2020^
  18. Joe Coleman. Rangers unveil new home kit designed by Castore for 2020/21 season with launch featuring emotional fan video talkSPORT, Wireless Group, 1 July 2020, retrieved 31 October 2020^
  19. CASTORE BECOMES OFFICIAL TEAM APPAREL AND SPORTSWEAR PARTNER FOR THE McLAREN FORMULA 1 TEAM McLaren, 4 May 2021, retrieved 7 May 2021^
  20. Castore unveiled as Wolves' on-field partner in landmark deal Wolverhampton Wanderers F.C., 21 May 2021, retrieved 21 May 2021^
  21. Oli Shapley. SARACENS AGREE MULTI-YEAR PARTNERSHIP WITH CASTORE AS NEW ERA BACK IN PREMIERSHIP BEGINS Saracens F.C., 22 June 2021, retrieved 22 June 2021^
  22. Newcastle United announces Castore partnership Newcastle United F.C., 2 July 2021, retrieved 2 July 2021^
  23. Castore confirmed as Official Kit Supplier to England Cricket England and Wales Cricket Board, 13 September 2021, retrieved 13 September 2021^
  24. CSA WELCOMES CASTORE AS ITS OFFICIAL APPAREL PARTNER Cricket South Africa, 30 September 2021, retrieved 30 September 2021^
  25. Lotto Sport confirmed as official technical partner to CSA SuperSport, retrieved 2023-11-21^
  26. KENT CRICKET PARTNERS WITH CASTORE AHEAD OF 2022 SEASON Kent Cricket, 14 December 2021, retrieved 2 January 2022^
  27. Castore and Aston Villa sign landmark multi-year premier league partnership deal Castore, 30 May 2022, retrieved 8 June 2022^
  28. Castore and Charlton Athletic announce multi-year partnership Castore, 19 May 2022, retrieved 8 June 2022^
  29. Castore Announce Latest Partnership With MK Dons Castore, 1 June 2022, retrieved 8 June 2022^
  30. Castore and Salford City announce new multi-year partnership Castore, 24 May 2022, retrieved 8 June 2022^
  31. Castore, A Bold And Ambitious Premium Sportswear Brand, Sign A Kit Deal With Sevilla FC Castore, 24 May 2022, retrieved 8 June 2022^
  32. Castore is new Bayer 04 kit partner until 2027 Castore, 10 February 2022, retrieved 8 June 2022^
  33. INTRODUCING THE CASTORE X FAI MULTI-YEAR KIT SUPPLY AND SPONSORSHIP PA Castore, 2023-03-17, retrieved 2025-11-20^
  34. Worcestershire Announce Multi-Season Partnership with Castore 31 March 2023^
  35. Glens sign up with Castore | Glentoran FC^
  36. NZC inks new deal with Castore NZC, retrieved 2023-12-21^
  37. Euan Cunningham. New Zealand Cricket in tie-up with Castore Sportcal, 2023-12-20, retrieved 2023-12-21^
  38. Everton news: Blues announce 'club record' kit deal with Castore BBC Sport, 2024-06-14, retrieved 2024-06-23^
  39. Jon Robinson. Billionaire brothers 'take major stake' in sportswear brand Castore Business Live, 19 May 2021, retrieved 1 August 2021^
  40. Confirmation statement made on 8 August 2021 with updates Companies House, J.Carter Sporting Club Limited, 29 September 2021, retrieved 24 October 2021^
  41. Craig Fowler. Castore apologise to Rangers fans over kit confusion and merchandise quality The Scotsman, 21 August 2020, retrieved 27 September 2023^
  42. Lorenzo Bottini. Castor shirts have more than one problem nss magazine, 13 February 2023, retrieved 2023-09-27^
  43. Fans criticise new clothing partner of Red Bull for simple design www.gpblog.com, 29 January 2023, retrieved 2023-09-27^
  44. Ben Fisher. Aston Villa demand new kit after team complain of feeling weighed down The Guardian, 27 September 2023, retrieved 2023-09-27^
  45. Alasdair Mackenzie. Aston Villa to wear Castore kits this weekend despite "concern" from players FourFourTwo, 2023-09-29, retrieved 2023-09-29^
  46. Villa women to wear criticised sweat-heavy shirts BBC Sport, retrieved 2023-09-29^
  47. Matt Law, John Percy. Aston Villa and Castore poised to cut short shirt deal amid player complaints The Telegraph, 2023-09-28, retrieved 2023-09-29^
  48. Matt Law. Castore hope 'wet-look' issue solved as Aston Villa finally accept shirt delivery The Telegraph, 2023-12-11, retrieved 2023-12-13^
  49. Callum Williams. Aston Villa agrees Adidas deal dropping controversial Castore kits InsiderSport, 10 January 2024, retrieved 10 January 2024^