Castore clinches another kit deal... this time it's cricket
Sporting boundaries don’t appear to exist for Castore. The ambitious, fast-growing lifestyle and sportswear brand, so far best known for its kit deals with major UK football teams, has now entered the cricket arena.
The England & Wales Cricket Board (ECB) has signed a 10-year, £25 million deal for Castore to become English Cricket’s official kit supplier from next spring, replacing New Balance.
An important part of the deal will see Castore “significantly invest” in ECB’s commercial ambitions, developing a “digital-first” e-commerce strategy to market and sell cricket-related sportswear and leisurewear to fans.
From next April, all of England’s national cricket athletes – women, disability, pathway and men’s teams – will wear high-performance and bespoke matchday and training kits supplied by Castore.
England athletes will also help to design the teamwear, “creating a uniquely England Cricket style”, with recycled material to be used in the manufacture of the matchday playing kits.
A “best-in-class website” will also be tailored specifically for fans to “easily select from the high-quality range of Castore’s men’s and women’s England Cricket teamwear”.
Tony Singh, ECB chief commercial officer, said: “Castore is a fine example of British ambition driving success and we look forward to working closely with their team over the long term.
“I am excited by the digital-first expertise that Castore will provide to a truly innovative partnership that puts our athletes and fans at the heart of our planning.
Singh added: “The financial and intellectual investment in our e-commerce will give fans faster and easier access to a high-performance range of women’s and men’s teamwear that I am sure our athletes, and our fans, will wear with pride”.
Tom Beahon, founder of Castore, added: “Today truly is a special day for everybody at Castore. When my brother and I founded this business in 2016 it was our ambition to one day have world-class athletes wearing our products and to achieve this ambition with our home nation for the first time is a monumental occasion for us.
"We can't wait to get started and create market leading products for the team's and contribute to the next generation of success for cricket for the men’s and women’s teams in this country”.
The latest multi-million pound deal is part of Castore’s “global ambitions”. The company already has secured kit deals with England Premier footfall clubs Newcastle United and Wolverhampton Wonderers, and Glasgow Rangers in Scotland, plus England Rugby Union team Saracens and a partnership with Formula One team McLaren.
It also supports tennis star Andy Murray (a Castore investor), world champion swimmer Adam Peaty, England cricketer Jos Buttler, and rugby union star Owen Farrell.
It has a slate of prominent backers, including Murray and Mohsin and Zuber Issa, the owners of the Asda supermarket chain.
The business is on track to record £100 million in sales this year and is expected to pursue a stock market listing in 2022.
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