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Published
Jul 5, 2021
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Castore scores another major kit signing, also inks retail deal with Newcastle United

Published
Jul 5, 2021

Castore is becoming a force to be reckoned with in professional sports kit sponsorship. Continuing to “disrupt a market dominated by a handful of global brands”, its latest deal and biggest so far is with English Premiership football club Newcastle United.



The multi-year deal, believed to be worth £5 million a year, sees Castore replace Puma, which has been the club’s kit supplier for almost a decade. 

The ‘Magpies’ join a so-far small roster of pro teams with Castore deals that include fellow Premiership side Wolverhampton Wanderers and Glasgow Rangers in the Scottish Premiership. But Castore also said it expects to partner with “five leading clubs across Europe for the 2022/23 season”, so expect more announcements to follow within 12 months.

And its latest deal doesn’t just involve supplying and launching new “bespoke” home, away, third and training kit ranges for Newcastle’s 2021/22 season. Castore will also take complete control of the club’s lucrative retail arm.

This will see the company redesigning and running the club’s e-commerce operation together with the St James’ Park stadium store, which will also be modernised in time for the start of the new season in August. 

New retail outlets will also open in Newcastle city centre with the retail operation “launching a much wider range of merchandise than previously available to Magpies supporters… with fans able to buy the same quality Castore shirts that the players will be wearing”. This will include lifestyle clothing, retro kits as well as limited edition and match shirts. 

And with that wider commitment there appears to no conflict of interests, given Newcastle United owner Mike Ashley, who as head of the Frasers Group, owns the massive Sports Direct brand.
“The agreement underlines the global ambitions of Castore”, co-founder Tom Beahon said.

“Newcastle United has a huge and deeply passionate fan base, and we look forward to giving the ‘Toon Army’ something else to get excited about next season. 

“We believe the partnership signals not only a new shirt for the new season but also a new start, a new better for this iconic club”, he added. 

Lee Charnley, managing director of Newcastle United, added: “Castore has already built a reputation as an aspirational brand in a highly competitive sportswear market and we feel they are a great partner for the club.” 

Meanwhile, Castore’s “global ambitions” aren’t just confined to footfall. Its roster also includes Rugby Union team Saracens in England, signed last month, and the Sydney Roosters and Melbourne Storm clubs in Australia. There’s also support for the McLaren Formula 1 motor racing team, alongside individual agreements with tennis Grand Slam winner Andy Murray (a Castore investor), world champion swimmer Adam Peaty, England cricketer Jos Buttler, and rugby union star Owen Farrell.

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