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J. Carter Sporting Club Limited, operating as Castore (/ˈkæstɔːr/, KAS-tor), 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.

Key Information

History

[edit]

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

[edit]
Andy Murray wearing Castore branded items at the 2019 Wimbledon Championships

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.

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.[33]

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.[34]

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.[35][36]

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.[37]

Ownership

[edit]

As of August 2021, the company has 33 shareholders with the largest being the two founders, each with 18.59%, and Monte Group (Jersey) LTD[b] with 15%.[39]

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

[edit]

Castore has come under heavy criticism from both fans and teams, particularly about the quality and design of its products.[40][41][42][43]

Aston Villa

[edit]

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.[44]

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.[45]

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.[46]

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.[47]

Ultimately, in January 2024, it was revealed that Aston Villa had severed their contract with Castore and opted to move instead to Adidas.[48]

Footnotes

[edit]

References

[edit]
[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Castore

View on Grokipedia
from Grokipedia
Castore is a British premium brand specializing in high-performance athletic apparel designed for elite athletes who prioritize precision, durability, and innovation. Founded in 2015 by brothers Tom and Phil Beahon, former athletes frustrated with the limitations of mass-market options, the company originated in before establishing its headquarters in , . The brand's core mission is to elevate athletic through advanced and proprietary technical fabrics, creating the lightest and most resilient sportswear available for demanding conditions across multiple disciplines, including , , , and motorsport. Castore products feature meticulous attention to detail, such as optimized and guarantees, positioning it as a challenger to global giants like Nike and by emphasizing British craftsmanship and athlete-centric design. Since its inception, Castore has expanded globally via e-commerce and strategic partnerships, supplying kits to professional teams like Formula 1, , and , while achieving rapid growth with over $283 million in funding (including a 2025 investment from ) and a valuation of nearly £1 billion as of 2023. This trajectory underscores its commitment to becoming a leading premium alternative in the sportswear industry, worn by figures such as and supported by a relentless focus on innovation.

History

Founding and Early Development

Castore was incorporated in 2015 in , , by brothers Tom Beahon and Phil Beahon, motivated by their experiences as former athletes and a perceived gap in high-performance that prioritized functionality over . Drawing from Tom's background as a youth footballer for Tranmere Rovers and Phil's as a semi-professional for , the founders initially concentrated on apparel for and , developing prototypes through direct consultations and testing with professional athletes to refine designs for optimal performance. The brand launched online in 2016 via its platform, debuting a limited range of base layers and performance garments crafted from proprietary fabrics featuring antibacterial treatments and advanced moisture-wicking properties to enhance athlete comfort and durability. In 2018, Castore relocated to a new headquarters in to accommodate growing operations and established its first retail partnerships across the , marking a shift toward broader distribution. Funded through , including a £25,000 from their parents who remortgaged their home, the early phase involved navigating resource constraints and fierce rivalry from dominant players like Nike and , which limited initial scaling efforts until 2018. This foundational period laid the groundwork for later expansions, including entry into sponsorship deals starting in 2019.

Expansion and Milestones

In 2019, Castore pivoted toward high-profile sponsorships as a core marketing strategy, beginning with an £8 million, eight-year deal with tennis star , who also became a key investor and ambassador, significantly boosting the brand's global visibility and credibility in premium sportswear. This move marked the company's entry into athlete endorsements and team partnerships, including its first cricket sponsorship with , helping to establish Castore beyond sales. During 2020 and 2021, Castore accelerated international expansion amid the through a surge in online sales that accounted for the majority of its early revenue growth, building on prior sites and wholesale partnerships in , such as with in in 2018. By the fiscal year ending 2022, revenue had reached £48.8 million, reflecting robust performance driven by digital channels and initial sponsorship momentum despite global disruptions. In 2022, Castore deepened its penetration into major leagues, securing its first kit deal with Wolverhampton Wanderers in 2021 and expanding with additional club partnerships, such as Aston Villa ahead of the 2022–23 season, which enhanced its profile in professional football. The company had relocated its headquarters to in 2021 to accommodate growing operations, supporting a workforce that expanded rapidly to over 500 employees by mid-decade. Castore achieved status in 2023 following a £145 million funding round led by The Raine Group, valuing the company at nearly £1 billion and providing capital for accelerated growth in team sports and retail. This investment coincided with the launch of dedicated women's and youth apparel lines, broadening its market appeal beyond core athletic segments. projections for the year were raised to £200 million, underscoring the impact of these developments. From 2024 to 2025, Castore secured multi-year extensions and new deals in and football, including a partnership with in June 2024 and Apparel Brands for product development in September 2025, while revenue climbed to £190 million for the year ending February 2024, on track to approach £250 million annually with sustained international momentum. The brand opened its first mainland European retail store in , , in July 2024. In August 2025, Castore acquired to expand into premium fashion categories. The brand emphasized through initiatives like incorporating recycled materials into select performance lines, aligning with broader industry trends toward eco-friendly manufacturing. Key milestones included tech partnerships for enhanced design processes and plans for 5 to 10 new stores in 2025, following record holiday sales driven by football kit demand.

Business Operations

Products and Innovation

Castore's product portfolio centers on premium performance apparel designed for elite athletes, encompassing base layers, training kits, and outerwear across men's, women's, and youth categories. The brand specializes in sport-specific lines for tennis, football, cricket, and motorsports, featuring items such as moisture-wicking tops, compression shorts, track jackets, and team kits engineered for optimal mobility and durability. For instance, motorsports collections include flame-resistant suits and technical base layers tailored for high-speed environments, while tennis apparel emphasizes lightweight, seamless constructions to minimize drag during serves and volleys. The company's innovation philosophy is athlete-centric, prioritizing that integrates advanced techniques to enhance without distraction. Castore employs seamless bonding via high-pressure nano-welding and to eliminate traditional seams, reducing abrasion, weight, and bulk while improving and garment impermeability. Proprietary fabric technologies further support this approach: AerTek facilitates moisture wicking and regulation by rapidly evaporating sweat to cool the body during exertion, AeroMesh incorporates perforated panels for targeted ventilation in high-sweat areas, ProTek provides repellency for variable conditions, and OTek applies anti-odor treatments to maintain freshness across extended sessions. These features stem from a fusion of and , tested in collaboration with professional athletes to ensure precision fit and functionality. Product development has evolved significantly since Castore's in 2015, initially concentrating on apparel to address the sport's demands for agility and precision. By 2020, the brand expanded into football with bespoke kits for clubs like , followed by partnerships in 2021 and a comprehensive teamwear line by 2022, including full match kits for England . This progression broadened the range to encompass multi-sport versatility, with motorsports integrations like Racing apparel introduced in 2022. In 2025, the acquisition of enabled further diversification into lifestyle items, blending performance elements with casual outerwear to create hybrid sport-casual pieces that leverage 's heritage craftsmanship. Castore maintains a strategy, positioning products between £50 and £150 per item to reflect superior quality, technical innovation, and limited-production runs that prioritize athlete input over mass-market volumes. This approach underscores the brand's commitment to exclusivity, with entry-level training pieces starting at around £50 and advanced outerwear or kits reaching up to £150, appealing to discerning consumers who value performance enhancements.

Retail and Global Reach

Castore primarily operates a model through its platform at castore.com, which serves as the core sales channel for its performance and accessories. The company launched its in 2022 to facilitate seamless , including access to new product launches and exclusive collections. In parallel, Castore has expanded its physical retail presence, with more than 30 stores operational by the end of 2024 across the , , the , and the , including flagship locations in , , and . These stores feature premium layouts showcasing athlete-endorsed apparel, with further openings planned for 2025 to support international growth. Wholesale and licensing partnerships complement this network, including a September 2025 five-year agreement with Apparel Brands to develop, manufacture, and distribute Castore-branded socks and across the and . Castore's global footprint spans multiple regions, with distribution and marketing operations in key markets such as the , , and the , enhanced by its 2024 acquisition of exclusive professional team sports sublicensing rights in these areas to bolster football kit supply. The brand maintains a focused on in-house design in , with production outsourced to partners for scalability, and managed through expanded collaborations with GXO for warehousing and transportation in the , , and as of early 2025. Market performance remains robust in the and , which accounted for the majority of revenues in the year to January 2024, with sales at £106.1 million and European sales at £59.6 million, reflecting a 65% overall increase despite investments in expansion. Growth in is accelerating through strategic ties to motorsports, including partnerships with teams like Racing, supporting entry into the market via dedicated logistics and store openings.

Sponsorships

Association Football

Castore entered the sponsorship landscape in 2020 with its inaugural major club partnership, signing a multi-year kit and retail deal with side to supply playing kits, training gear, and fan merchandise starting from the 2020-21 season. This agreement marked Castore's first significant foray into European club football, providing custom performance apparel designed for athlete needs. The partnership lasted until the end of the 2024-25 season, after which Rangers transitioned to . Expanding into the English , Castore secured a landmark multi-year on-field partnership with Wanderers in May 2021, valued at several million pounds annually and covering kits for the men's, women's, and academy teams from the 2021-22 season through 2023-24. The deal emphasized bespoke designs and control over manufacturing, ending after three seasons as Wolves opted not to renew. Similarly, in July 2021, Castore inked a multi-year agreement with Newcastle United, initially focusing on training wear but extending to full home, away, third, and training kits for the 2021-22 season onward, with the brand taking over merchandising operations. This partnership concluded after the 2023-24 season, with Newcastle switching to . In 2022, Castore broadened its European footprint with deals in multiple leagues. It partnered with Bayer Leverkusen in the for the 2022-23 season, supplying kits during the club's unbeaten domestic campaign and title win, under a multi-year agreement that ran through 2024-25. The same year, a four-season technical sponsorship with La Liga's began in July 2022, providing kits for the first team, women's side, and academy until 2025-26, though the club announced a switch post-2024-25. For Aston Villa in the , Castore signed a multi-year kit deal starting in 2022-23, which supplied custom apparel but ended prematurely after the 2023-24 season amid player feedback on kit performance. A major milestone came in June 2024 with Everton, where Castore agreed a club-record multi-year technical partnership worth over £20 million annually, supplying playing, training, and travel kits for the men's, women's, and academy squads starting from the 2024-25 season. This deal positioned Castore as a founding partner of Everton's new Stadium, integrating branding into the venue's development and fan merchandise. The agreement was extended into the 2025-26 season, aligning with Everton's move to the new stadium. Focusing on European expansion in 2023, Castore entered the with three club deals: a multi-year kit and retail partnership with starting for the 2023-24 season, replacing ; a similar agreement with from April 2023 covering kits and merchandising; and a kit supplier contract with , the third Dutch side, also effective 2023-24. Internationally, announced a teamwear partnership in July 2023, with kits debuting in the 2024-25 season across men's, women's, and youth teams. In Northern Ireland's , signed a landmark kit supplier deal in June 2023, introducing new home and away kits for the 2023-24 season. Castore's football sponsorships typically span 3-5 years, encompassing custom playing , training apparel, and fan merchandise, with an emphasis on performance-driven tailored to each club's needs. By 2025, updates included the ongoing Everton extension and new signings with mid-tier clubs like FC Zurich in the , starting 2024-25 under a multi-year deal for all teams. These sponsorships significantly boosted Castore's growth, with European football deals contributing to a 65% overall increase to £190 million for the year ended 2024, driven by strong sales in club-specific apparel.

Cricket

Castore entered the cricket sponsorship landscape in 2019 with a three-year as the official team kit partner for (CWI), marking its initial foray into the sport and providing performance apparel for the men's and women's teams across international matches. This agreement concluded early in 2023 when CWI transitioned to Macron as its kit supplier. In 2021, Castore expanded significantly by securing a 10-year exclusive kit supply deal with the (ECB), becoming the official supplier for both the men's and women's teams, including all formats such as , (ODI), and (T20). The partnership encompasses on-field playing kits, training wear, and fan merchandise, with a focus on innovative, athlete-led designs featuring breathable jacquard wicking fabrics for enhanced ventilation and natural, recyclable materials to promote sustainability. This ECB collaboration also extends to The Hundred competition, where Castore has supplied kits for participating teams, including a 2025 deal with amid the league's shift from suppliers. New kit designs for the 2025 season were unveiled in April, incorporating updated performance features for international tours and domestic play. That same year, Castore signed a three-year apparel partnership with (CSA), outfitting the Proteas men's and women's teams with technical kit for all cricket formats and providing custom performance gear tailored to South African conditions; the deal concluded after the 2023-24 season, with CSA transitioning to a new supplier. Castore further strengthened its presence in 2023 with a multi-year technical kit supply agreement with (NZC), commencing in October 2024 and covering the Black Caps men's team, White Ferns women's team, and NZC staff with on-field apparel, training equipment, and merchandise. The deal emphasizes performance-focused innovations, such as moisture-wicking fabrics suited for variable weather during international series. At the county level in , Castore partnered with in December 2021 on a multi-year deal starting in the 2022 season, supplying teamwear for both men's and women's squads, including training kits and match-day apparel across domestic competitions. In 2023, the brand extended its county footprint with a multi-season technical partnership with (CCC), providing official kit for the club's teams in , One-Day Cup, and Vitality Blast formats. These cricket sponsorships have played a key role in positioning Castore within Commonwealth-dominated markets, leveraging national and county to build brand recognition through high-profile international exposure and grassroots engagement.

Rugby Union

Castore entered the market in through a multi-year with Saracens, becoming the club's principal kit supplier for matchday kits and training apparel upon their return to the Gallagher Premiership. This initial deal, one of Castore's earliest forays into team sports, focused on providing performance-oriented gear tailored to the physical demands of professional rugby, including moisture-wicking fabrics and durable construction built to endure high-impact play. In , the was extended on a long-term basis, with Castore additionally assuming responsibility for managing the club's official retail operations, including the launch of an online shop featuring exclusive merchandise. Complementing the Saracens collaboration, Castore has cultivated key individual ambassadors in , most prominently , the captain of both and the national team, who joined as a in 2021. Packer has served as the public face of Castore's women's rugby apparel line, promoting gear designed for female athletes with features like enhanced flexibility and impact absorption to support rigorous training and competition. Her role underscores Castore's commitment to women's rugby, aligning with her leadership in 's campaigns, including their 2025 victory. In a significant expansion announced in April 2025, Castore secured a multi-year, long-term as the official Technical Kit Partner for England Rugby, commencing after the Six Nations tournament. This deal encompasses apparel for both men's and women's teams, integrating rugby into Castore's growing sports ecosystem while emphasizing resilient, player-tested materials suited to contact scenarios. Initial terms include provisions for renewal options, allowing for sustained collaboration beyond the standard period. Castore's rugby union engagements remain targeted rather than expansive, strategically bolstering the brand's reputation in high-contact team sports through select, high-profile partnerships. The 2024-2025 season marked a particular emphasis on the women's game, leveraging momentum from England's Rugby World Cup success—where Packer contributed as a veteran flanker—to highlight inclusive, performance-driven products.

Motorsports

Castore entered the motorsports sector in 2021 through a multi-year partnership with McLaren Racing, supplying team and driver kits through the end of the 2025 Formula 1 season, after which McLaren switched to Puma. In 2023, the brand expanded its Formula 1 presence by becoming the official team apparel partner for Oracle Red Bull Racing, providing performance wear for drivers including Max Verstappen, with the agreement later extended on a long-term basis reported as the largest apparel deal in F1 history, valued at over $200 million. In January 2025, Castore secured a multi-year deal to supply team apparel for the , replacing as the official kit provider and positioning the brand as the second-largest apparel supplier in Formula 1 behind Puma, with partnerships across , , and Alpine. Castore's foray into two-wheeled began in 2023 with a multi-year partnership as the official teamwear supplier for the Repsol Honda Team in MotoGP, providing rider gear that included custom designs during the era. These motorsports agreements emphasize high-value structures exceeding £20 million annually in combined commitments, with a focus on developing fire-resistant and aerodynamic fabrics tailored to demands. The partnerships have elevated Castore's prestige by associating the brand with high-speed, technology-driven competitions, appealing to tech-savvy global audiences and contributing significantly to international sales growth through licensed merchandise. Feedback from these collaborations has informed broader product innovations in performance materials.

Tennis and Other Individual Sports

Castore entered the tennis sponsorship landscape in 2019 with a high-profile endorsement deal with British tennis star Andy Murray, valued at £8 million and structured as a multi-year partnership exceeding five years, positioning Murray as a lifetime ambassador for the brand. This agreement led to the creation of the AMC (Andy Murray x Castore) line, featuring custom racquet bags, performance apparel, and innovative tennis gear designed in collaboration with Murray to enhance on-court mobility and comfort. The partnership emphasized personalized product development, incorporating athlete feedback on fabric breathability and durability during extended matches, which helped Castore refine its technical apparel for elite-level play. In the same year, Castore secured a partnership with the Lawn Tennis Association (LTA), the governing body for in , to supply official performance apparel for the national teams. Initially announced in late 2020 as a five-year deal through AMC, this arrangement provided kits for events including the and extended to Wimbledon, with the partnership running until at least 2025 to support grass-court competitions. By 2025, Castore's focus on tennis innovations highlighted advancements in grass-court apparel, such as enhanced grip fabrics and moisture-wicking materials tailored for the unique demands of surfaces like those at Wimbledon, drawing on data from Murray's training metrics to optimize player performance. These endorsements not only elevated Castore's visibility in but also informed , establishing early credibility among elite athletes akin to its cricket ambassadors. Beyond , Castore expanded into other individual sports, beginning with in 2021 through its multi-year kit supply agreement with Saracens, which encompassed the women's team Saracens Mavericks in the Vitality Netball Superleague. This deal provided bespoke training and match kits, emphasizing lightweight, flexible designs to support high-intensity movements, and marked Castore's entry into women's at a professional level. In , Castore signed an exclusive apparel partnership with British Olympic swimmer in early 2021, supplying performance gear for national team training prior to the Tokyo Olympics; however, no public renewal has been announced post-2022. Castore's involvement in taekwondo began in 2022 with a four-year sponsorship of GB , extending beyond the Paris 2024 Olympics to equip national athletes with custom uniforms and training wear focused on agility and impact resistance. For golf, the brand supported individual players during 2022-2024, including endorsements with former Masters champion starting in 2021 and US Open winner in a multi-year deal that showcased polos, trousers, and waterproofs tested for endurance in tournament conditions. These partnerships underscored Castore's of athlete-led endorsements, where metrics from wear testing—such as sweat rates and mobility—directly influenced product iterations, fostering across racket, net, and striking disciplines.

Ownership and Investments

Founders and Equity Structure

Castore was co-founded in 2015 by brothers Tom Beahon and Phil Beahon, who serve as co-CEOs and drive the company's strategic direction. Tom Beahon, the elder brother, previously pursued a career in football as a youth player for Tranmere Rovers before transitioning to banking, where he worked for three years as an Associate Director in Acquisition Finance at . Phil Beahon, a former semi- cricketer who represented , holds a from and gained expertise in during his time at . Their shared athletic backgrounds inform Castore's focus on performance-driven , with the duo emphasizing a collaborative model rooted in their partnership. As of 2021, Castore's equity structure featured 33 shareholders, with the Beahon brothers each holding equal stakes of 18.59%, ensuring significant founder influence without a majority owner. Key investors included Monte Group (Jersey) Ltd, controlled by the Issa brothers (owners of and co-owners of ), with a 15% stake, alongside minor holdings from athlete endorsers such as tennis star , who invested early and serves as a brand advisor. By 2023, the shareholder count had risen to 35, reflecting broader investment while the founders retained control. In 2025, the equity landscape evolved with Group Limited, led by Sir Jim Ratcliffe (also a minority owner of United), acquiring a minority stake in Castore's as part of a strategic deal involving the acquisition of from . This transaction, announced in August 2025, bolstered Castore's resources without diluting founder control, as no single entity holds a majority. The company's governance structure underscores a family-business , with the Beahon brothers at the core and a board featuring sports industry executives such as Robert Senior, a veteran in media and advisory roles. This setup prioritizes long-term vision and athlete-centric decision-making, aligning with Castore's origins as a brother-led venture.

Funding Rounds and Strategic Partnerships

Castore was initially bootstrapped by its founders before securing early seed funding from private investors. In June 2018, the company raised £3.2 million in its debut seed round led by Redrice Ventures, which supported expansion into the and Asian markets. Early investments provided capital for product development and initial . The company's growth accelerated with larger funding events. In November 2023, Castore completed a £145 million Series D round led by The Raine Group, with participation from Hanaco Ventures and Felix Capital, resulting in a exceeding £950 million. This infusion enabled investments in enhancements and data analytics to drive global scaling. In 2025, Castore attracted further strategic backing tied to acquisitions. On August 28, made an undisclosed but significant investment in Castore's holding company as part of the sale of to Castore, strengthening its position in premium apparel. Later that year, in , Castore formed a five-year licensing with Apparel Brands to develop and distribute accessories like socks and underwear, set to launch in 2026 across men's, women's, and youth lines. Key strategic alliances have complemented these financial milestones. In March 2024, Castore signed an exclusive sub-license agreement with GL Dameck for Professional Team Sports, granting rights to market and supply Umbro-branded kits in the UK, , , and starting from the 2024/25 season. With no plans for an , Castore has emphasized sustained private growth to maintain agility in the competitive sportswear sector. Overall, these funding rounds and partnerships have empowered Castore to expand its sponsorship portfolio with major sports teams and invest in proprietary technologies, solidifying its premium positioning without pursuing public markets.

Criticism

Product Quality and Design Issues

Castore has faced recurring customer and player complaints regarding the durability and performance of its apparel, particularly in early football kits produced between 2021 and 2022, as the brand rapidly expanded into sponsorships. Reports highlighted issues such as kits tearing easily during use and logos or sponsor details peeling after minimal washes, which were attributed to challenges in maintaining quality control amid aggressive scaling from a niche brand to a multi-sport supplier. Sizing inconsistencies also emerged in user reviews, with some apparel running smaller than expected, leading to fit discrepancies across product lines. Design choices in Castore's football jerseys drew further criticism for prioritizing aesthetics over functionality, with 2023 reviews noting overly simplistic constructions that compromised breathability during intense matches in warm conditions. Players reported shirts becoming saturated with sweat, resulting in a heavy "wet-look" that clung uncomfortably and darkened the fabric, hindering movement and performance—issues particularly evident in kits for teams like Aston Villa. These problems extended to wear, where poor moisture-wicking properties exacerbated discomfort, prompting concerns from both men's and women's squads. In response to these critiques, Castore initiated collaborative efforts with affected teams in late 2023 to refine kit designs, focusing on enhanced fabric compositions for better sweat management, while publicly defending its standards and committing to rapid issue resolution. By 2024, the brand acquired the UK rights to the Umbro label as part of its expansion into professional team sports amid ongoing challenges. Broader concerns centered on Castore's —often £60-£130 for match jerseys—failing to align with perceived , as evidenced by elevated return rates driven by quality dissatisfaction, contributing to the early termination of several sponsorship deals. Despite these challenges, the brand maintained partnerships with clubs like Everton and , using feedback to iterate on material innovations without fully resolving fan alienation over minimalist styles that lacked distinctive flair.

High-Profile Disputes

One of the most prominent disputes involving Castore occurred with Aston Villa Football Club, stemming from quality issues with their 2023-24 kits. Players reported that the shirts retained excessive sweat, creating a "wet-look" effect that made the fabric heavy, clingy, and uncomfortable during matches, which affected performance. This led to widespread fan backlash over the and material failures, including reports of kits ripping easily, prompting the club to demand improvements from Castore. The controversy escalated, resulting in an amicable early termination of the multi-year kit supply agreement in 2024, allowing Aston Villa to switch to for the 2024-25 season. No formal legal action was pursued, but the fallout highlighted tensions in Castore's aggressive expansion into partnerships, damaging its reputation among UK football stakeholders. Similar issues arose with Bayer Leverkusen in the , where supply troubles and ongoing quality concerns prompted the club to activate a contract termination clause in August 2024, ending the partnership two years early despite an initial agreement running until 2027. Although specific delays to the 2023 kits were not publicly detailed, these problems contributed to Leverkusen's decision to partner with starting in the 2025-26 season. Other notable terminations included deals with Newcastle United in 2023 over jersey quality concerns, Wolverhampton Wanderers and in 2024, and in 2025, contributing to a pattern of at least six major kit deal losses within two to three years. In contrast, Castore's negotiations with Everton in 2024 proceeded to a club-record multi-year deal announced in June, supplying kits from the 2024-25 season onward, despite awareness of the Aston Villa issues. Minor tensions emerged over customization, including a 2024 production error where badges detached from early shirts that drew fan criticism, but these were resolved without derailing the agreement. By 2025, Everton continued with Castore for their new launch, indicating stabilized relations amid broader industry scrutiny. These disputes, primarily tied to sponsorship execution rather than general product trends, prompted Castore to conduct internal reviews on and , though no major legal escalations occurred beyond the and terminations. To bolster its image during this period of rapid growth, Castore secured a significant strategic investment from in August 2025 as part of acquiring , fostering synergies in distribution and retail to support long-term stability.

References

  1. https://us.castore.com/pages/about-castore
  2. https://careers.castore.com/pages/our-journey
  3. https://www.cbinsights.com/company/castore
  4. https://www.forbes.com/profile/castore/
  5. https://www.theindustry.fashion/the_directory/castore/
  6. https://www.sportspro.com/insights/analysis/castore-investment-middle-east-kit-issues-aston-villa-nike-adidas-tom-beahon-interview/
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  19. https://www.sportbusiness.com/news/castore-shrinks-cricket-portfolio-further-as-cwi-signs-with-macron/
  20. https://www.thebusinessdesk.com/northwest/news/2030679-sportswear-brand-castore-gets-in-shape-for-hong-kong-launch
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  24. https://www.bloomberg.com/news/articles/2023-11-29/castore-nears-1-billion-valuation-after-cash-injection-by-raine
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  26. https://bdcmagazine.com/2025/01/castore-plans-up-to-10-new-stores-in-2025-following-record-christmas-sales/
  27. https://cpp-luxury.com/belstaff-acquired-by-castore-group/
  28. https://ww.fashionnetwork.com/news/Castore-in-five-year-deal-with-apparel-brands-for-socks-underwear%2C1768111.html
  29. https://castore.com/blogs/press/castore-opens-first-retail-store-in-europe
  30. https://us.castore.com/
  31. https://castore.com/collections/motorsports
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  33. https://us.castore.com/pages/technology
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  39. https://www.drapersonline.com/insight/power-100-2024-who-are-this-years-sportswear-superstars
  40. https://www.retailgazette.co.uk/blog/2025/01/castores-strongest-ever-christmas-performance-fuels-expansion-plans-for-2025/
  41. https://uk.fashionnetwork.com/news/Castore-in-five-year-deal-with-apparel-brands-for-socks-underwear%2C1768091.html
  42. https://www.footyheadlines.com/2024/03/castore-acquires-umbro-brand-in-uk-other-key-markets.html
  43. https://retailtechinnovationhub.com/home/2025/2/5/performance-sportswear-brand-castore-teams-with-gxo-to-support-its-logistics-operations-globally
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  46. https://www.rangers.co.uk/article/rangers-announce-historic-new-partnership-with-castore/3Qok93ZeqhhWUnzCXbezYD
  47. https://www.footyheadlines.com/2024/12/rangers-umbro-kit-deal.html
  48. https://www.wolves.co.uk/news/club/20210521-castore-unveiled-as-wolves-on-field-partner-in-landmark-deal/
  49. https://www.sportbusiness.com/news/wolves-set-to-swap-castore-for-sudu-brand-linked-to-clubs-owner/
  50. https://castore.com/blogs/press/castore-and-newcastle-united-fc-sign-landmark-multi-year-agreement
  51. https://www.goal.com/en-us/lists/newcastle-2024-25-kit/bltf525c6da296775ab
  52. https://www.footyheadlines.com/2022/06/castore-have-signed-at-least-5-new-teams-for-22-23-season.html
  53. https://www.footyheadlines.com/2022/06/blog-post_30.html
  54. https://www.telegraph.co.uk/football/2024/01/09/aston-villa-kit-shirt-adidas-deal-castore-sawiris-emery/
  55. https://www.sportspro.com/news/everton-castore-kit-partnership-2024-25-takeover-bramley-moore-dock-stadium/
  56. https://sgbonline.com/castore-to-sponsor-evertons-kit-and-stadium/
  57. https://www.insideworldfootball.com/2023/01/30/castore-expand-netherlands-feyenoord-deal/
  58. https://castore.com/blogs/press/castore-x-fc-utrecht-partnership
  59. https://www.footyheadlines.com/2023/03/twente-castore-deal.html
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  64. https://www.windiescricket.com/news/castore-sportswear-becomes-official-team-kit-partner-wi-cricket-teams/
  65. https://www.sportbusiness.com/news/ecb-signs-castore-to-replace-new-balance-as-kit-supplier-in-10-year-deal/
  66. https://www.ecb.co.uk/news/2593343/england-cricket-and-castore-unveil-a-fresh-take-on-a-classic-kit
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  83. https://motogp.hondaracingcorporation.com/report/repsol-honda-team-announce-multi-year-partnership-with-castore/
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  87. https://internetretailing.net/growth-in-womenswear-and-football-shirts-provide-boost-for-castore/
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  91. https://us.castore.com/pages/amc
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  96. https://www.insidethegames.biz/articles/1117656/castore-gb-taekwondo-sponsorship
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  98. https://golfbusinessnews.com/news/sponsorship-and-events/patrick-reed-signs-for-castore-sportswear/
  99. https://castore.com/blogs/press/castore-sign-matt-fitzpatrick-in-a-multi-year-golf-apparel-deal
  100. https://es.castore.com/blogs/journal/approved-by-elite-athletes
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  126. https://www.dailymail.co.uk/sport/football/article-13654185/Evertons-new-Castore-home-kit-makes-disastrous-pre-season-debut.html
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  128. https://www.sportcal.com/analyst-comment/castore-moves-past-issues-to-rub-shoulders-with-elite-in-ucl-kit-supplier-market/
  129. https://us.fashionnetwork.com/news/Castore-acquires-belstaff-from-ineos-which-takes-stake-in-the-sportswear-brand%2C1758752.html
  130. https://wwd.com/business-news/mergers-acquisitions/castore-belstaff-acquisition-1238088445/
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