Castore, the UK sportswear brand, has expanded its presence in English soccer’s Premier League after signing a new kit deal with Aston Villa from the start of the 2022-23 season.
Under a multi-year agreement, announced today (May 31), Castore will supply kits for the club’s men’s, women’s, and academy teams, as well as a range of training and leisurewear.
The Manchester-based firm will replace Kappa, the Italian brand which had a three-year contract with Villa from the 2019-20 season worth around £3 million ($3.7 million) per year.
Villa will become the third team in the Premier League to sign a kit supply deal with Castore joining Newcastle United and Wolverhampton Wanderers. The brand also has a contract with Scottish giants Rangers.
Castore recently expanded into Germany with Bayer Leverkusen and Spain with Sevilla, with both deals to commence next season.
Pascal Lafitte, Castore director of partnerships, said, “Aston Villa is the perfect fit for Castore due to their growth ambitions and relentless desire to innovate, on the pitch and with their partners, and we are beyond excited to be partnering with the club.
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“We can’t wait to get started with them next season and challenge each other to push the boundaries of everything we will do together.”
Nicola Ibbetson, chief commercial officer at Aston Villa, added: “This is a landmark partnership for the club, joining with an exciting British brand who understand our ambition and strategy.
“Ensuring we can provide high-quality sportswear for both our players and supporters is crucial to the club. Over the past four seasons, our shirt sales have increased four-fold as our supporters around the world have reconnected with the club and we are delighted to continue this journey with Castore.”
Yesterday (May 30), Castore also announced a multi-year kit deal with Charlton Athletic, of England’s second-tier League One.
As part of the partnership, Castore will take over the club’s retail operations, which will include a revamp of the club shop as well as the club’s online shop.
Outside of soccer, the UK company has several partnerships in cricket with the England and Wales Cricket Board, Cricket South Africa, and the West Indies, English rugby union club Saracens, and Formula 1’s McLaren Racing.
Castore, which launched in 2016 and is headed up by brothers Tom and Phil Beahon, made its first foray into sport in January 2019 when it signed up Scottish tennis star Andy Murray in a kit supply deal.
Co-founder Tom Beahon outlined the brand's strategy in the soccer market in a recent interview with GlobalData Sport.