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Castore scores UK25m, ten-year deal for England cricket kits




  • Castore beats competition from Umbro and Slazenger
  • Company Strengthens Cricket Ties After Partnerships With West Indies And Jos Buttler
  • Castore is expected to go public in 2022

British sportswear brand Castore has signed a multi-year deal to become the official equipment supplier to England’s men’s and women’s national cricket teams.

The times reports that the deal is worth 25 million UK (US$34.6 million) over ten years. Castore replaces US-based New Balance, which signed a five-year contract with the England and Wales Cricket Board (ECB) in 2017. Umbro and Slazenger were some of the other brands involved in a deal.

England’s new cricket kit will use natural fabrics, which Castore says will be the first fully recyclable sports collection.

Founded in 2015, Castore made his first foray into cricket with the West Indian national side in late 2019. The brand followed that up in December 2020 by signing a three-year deal with England wicketkeeper batsman Jos Buttler, making Castore the 31-year-old training wear and sports lifestyle partner.

Castore has made some notable strides in the UK sports market in recent years, including ink kit contracts with Premier Leagues Newcastle United and Wolverhampton Wanderers, as well as English Rugby Union Saracens. The company also has partnerships with the McLaren Formula One team, tennis great Andy Murray and gold medalist Adam Peaty.

The Times notes that the deal with the ECB is a timely stimulus for Castore ahead of an expected IPO in 2022. The paper adds that the company is on track to raise £100m ($138m) this year. to sell.

Speaking to the Times, Castore co-founder Tom Beahon said: The market clearly loves high-growth, direct-to-consumer companies, so we’re ticking a lot of boxes for investors.

There are also a lot of special purpose vehicles in the United States, a lot of dry powder and a lot of American guys who want to help us grow. We just want to continue building the business and we’ll see what comes next.

Beahon added that the new England kit would be sold at a lower price than usual, as part of a commitment to the ECB’s strategy to inspire a younger generation in the sport.

Beahon said: We want to introduce the sport to a wider social group and make sure our product is available to them, so that means selling at a lower price than we normally do.




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