J. Carter Sporting Club Limited
Castore (ca-stor)
Company typePLC
IndustryTextile
Founded6 July 2015; 8 years ago (2015-07-06) in Bebington, England
Founders
  • Philip Beahon
  • Thomas Beahon
HeadquartersManchester, England[a][1][2]
Number of locations
12[3] (2023)
Area served
  • Worldwide
  • United Kingdom
Products
BrandsAMC (Andy Murray Collection)[4]
Number of employees
400[5] (2020)
Websitecastore.com

J. Carter Sporting Club Limited, operating as Castore, is a British manufacturer of sportswear and athletic clothing, headquartered in Manchester, England. The company's products are sold in more than 50 countries worldwide[6] and have sponsorship deals with association football teams, cricket teams, rugby union teams, Formula One teams, and tennis players.

History

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]

Sponsorships

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.[11] The company brands Murray's products as AMC, and it became the official apparel partner of the Lawn Tennis Association.[12] Marlie Packer, who plays for England's women's rugby union team, is a brand ambassador for Castore.[13] In December 2019, Cricket West Indies signed a three-year deal with Castore to produce their official kit.[14]

2020

In early 2020, Castore secured £7.5 million in funds from undisclosed private investors to help the company move into elite professional football.[15] 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.[16][17]

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.[18] 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.[19]

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.[20] In July 2021, Castore signed a multi-year deal with Premier League club Newcastle United to become their new kit manufacturer.[21]

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.[22] The same month Cricket South Africa signed a three-year deal with Castore to produce their official kit,[23] although a new technical partner was announced with more than 12 months left on the original deal.[24] In December Kent County Cricket Club announced it would partner with Castore as a technical partner beginning in the 2022 season.[25]

2022

Ahead of the 2022–23 season, Castore continued its expansion into professional football, announcing new partnerships with Premier League club Aston Villa,[26] English Football League clubs Charlton Athletic,[27] Milton Keynes Dons[28] and Salford City,[29] as well as La Liga club Sevilla,[30] Bundesliga club Bayer Leverkusen[31] 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.[32]

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.[33]

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.[34][35]

Association Football

National Teams

Club Teams

Rugby Union

National Teams

Club Teams

Rugby League

Cricket

National Teams

County Teams

Cycling

Golf

Motor Racing

Formula One

MotoGP

Swimming

Taekwondo

Tennis

Events

Players

Ownership

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%.[45] 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.[11]

Criticism

Castore has came under heavy criticism from both fans and teams, particularly about the quality and design of its products.[46][47][48][49]

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.[50] 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.[51] 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.[52] 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 it's multi-year contract with the brand.[53] Ultimately, in January 2024, it was revealed that Aston Villa had severed their contract with Castore and opted to move instead to Adidas.[54]

Footnotes

  1. ^ Between the inception of the business and mid-2021 the company headquarters were located in and around Liverpool.
  2. ^ Monte Group is an investment company owned by Mohsin and Zuber Issa of EG Group.[44]

References

  1. ^ "Registered office address changed". Companies House. Castore. 7 June 2021. Retrieved 1 August 2021.
  2. ^ "Terms and Conditions". Castore Sportswear. Retrieved 4 August 2021.
  3. ^ "Our Stores". Castore. Archived from the original on 3 August 2020. Retrieved 29 March 2021.
  4. ^ "The Andy Murray Collection". Castore. Archived from the original on 3 August 2020. Retrieved 29 March 2021.
  5. ^ "Total exemption full accounts made up to 31 January 2020". Companies House. J.Carter Sporting Club Limited. 31 January 2020. Retrieved 31 October 2020.
  6. ^ Houghton, Tom (28 April 2021). "Brothers set to take on the world with their luxury sportswear brand". Business Live. Retrieved 21 August 2021.
  7. ^ a b c d e f Gavin, Dearbhla (23 September 2019). "The young brothers who signed up Andy Murray". BBC News. Archived from the original on 23 September 2019. Retrieved 31 October 2020.
  8. ^ Houghton, Tom (2 January 2020). "The ex-athlete brothers who signed Andy Murray now taking on the world with luxury sportswear brand Castore". BusinessLive. Archived from the original on 2 January 2020. Retrieved 18 November 2020.
  9. ^ "Castore". Forbes. Archived from the original on 19 July 2021. Retrieved 18 November 2020.
  10. ^ "Premium sportswear brand Castore to open store on Grafton Street". The Irish Times.
  11. ^ a b Wightman-Stone, Danielle (7 March 2019). "Andy Murray becomes shareholder in sportswear brand Castore". FashionUnited. Archived from the original on 2 December 2019. Retrieved 31 October 2020.
  12. ^ "LTA enhance commercial programme with long-term AMC apparel deal". Lawn Tennis Association. 13 November 2020. Archived from the original on 13 November 2020. Retrieved 14 November 2020.
  13. ^ Hardcastle, Jenny (20 May 2020). "Introducing England Rugby Player – Marlie Packer". Castore. Archived from the original on 3 August 2020. Retrieved 31 October 2020.
  14. ^ "CASTORE SPORTSWEAR: OFFICIAL KIT PARTNER FOR WI TEAMS". Cricket West Indies. 27 December 2019. Retrieved 31 October 2020.
  15. ^ Imms, Katie (17 February 2020). "Castore secures £7.5m to support expansion". Drapers. Archived from the original on 19 July 2021. Retrieved 29 March 2021.
  16. ^ a b Moore, Joe (19 May 2020). "Castore co-founder Tom Beahon teases plans for new 2020/21 Rangers kits after signing £25million deal with Scottish Premiership giants". Talksport. Wireless Group. Archived from the original on 27 May 2020. Retrieved 4 November 2020.
  17. ^ Coleman, Joe (1 July 2020). "Rangers unveil new home kit designed by Castore for 2020/21 season with launch featuring emotional fan video". talkSPORT. Wireless Group. Archived from the original on 19 December 2020. Retrieved 31 October 2020.
  18. ^ "CASTORE BECOMES OFFICIAL TEAM APPAREL AND SPORTSWEAR PARTNER FOR THE McLAREN FORMULA 1 TEAM". McLaren. 4 May 2021. Archived from the original on 4 May 2021. Retrieved 7 May 2021.
  19. ^ a b "Castore unveiled as Wolves' on-field partner in landmark deal". Wolverhampton Wanderers F.C. 21 May 2021. Archived from the original on 21 May 2021. Retrieved 21 May 2021.
  20. ^ Shapley, Oli (22 June 2021). "SARACENS AGREE MULTI-YEAR PARTNERSHIP WITH CASTORE AS NEW ERA BACK IN PREMIERSHIP BEGINS". Saracens F.C. Archived from the original on 22 June 2021. Retrieved 22 June 2021.
  21. ^ a b "Newcastle United announces Castore partnership". Newcastle United F.C. 2 July 2021. Archived from the original on 2 July 2021. Retrieved 2 July 2021.
  22. ^ "Castore confirmed as Official Kit Supplier to England Cricket". England and Wales Cricket Board. 13 September 2021. Archived from the original on 14 September 2021. Retrieved 13 September 2021.
  23. ^ "CSA WELCOMES CASTORE AS ITS OFFICIAL APPAREL PARTNER". Cricket South Africa. 30 September 2021. Archived from the original on 3 January 2022. Retrieved 30 September 2021.
  24. ^ "Lotto Sport confirmed as official technical partner to CSA". SuperSport. Retrieved 21 November 2023.
  25. ^ "KENT CRICKET PARTNERS WITH CASTORE AHEAD OF 2022 SEASON". Kent Cricket. 14 December 2021. Archived from the original on 2 January 2022. Retrieved 2 January 2022.
  26. ^ a b "Castore and Aston Villa sign landmark multi-year premier league partnership deal". Castore. 30 May 2022. Retrieved 8 June 2022.
  27. ^ a b "Castore and Charlton Athletic announce multi-year partnership". Castore. 19 May 2022. Retrieved 8 June 2022.
  28. ^ a b "Castore Announce Latest Partnership With MK Dons". Castore. 1 June 2022. Retrieved 8 June 2022.
  29. ^ "Castore and Salford City announce new multi-year partnership". Castore. 24 May 2022. Retrieved 8 June 2022.
  30. ^ a b "Castore, A Bold And Ambitious Premium Sportswear Brand, Sign A Kit Deal With Sevilla FC". Castore. 24 May 2022. Retrieved 8 June 2022.
  31. ^ a b "Castore is new Bayer 04 kit partner until 2027". Castore. 10 February 2022. Retrieved 8 June 2022.
  32. ^ "Worcestershire Announce Multi-Season Partnership with Castore". 31 March 2023.
  33. ^ a b "Glens sign up with Castore | Glentoran FC".
  34. ^ Interactive (https://www.nvinteractive.com), N. V. "NZC inks new deal with Castore". NZC. Retrieved 21 December 2023.
  35. ^ Cunningham, Euan (20 December 2023). "New Zealand Cricket in tie-up with Castore". Sportcal. Retrieved 21 December 2023.
  36. ^ Diario de Almería
  37. ^ Deia
  38. ^ "Feyenoord neemt afscheid van Adidas en kiest voor Castore" [Feyenoord says goodbye to Adidas and chooses Castore] (in Dutch). 27 January 2023. Retrieved 27 January 2023.
  39. ^ "No More Nike: FC Utrecht Castore Deal Confirmed". Footy Headlines. Retrieved 6 April 2023.
  40. ^ "Rangers kit supplier signs major deal with national cricket team". The Herald. 20 December 2023. Retrieved 21 December 2023.
  41. ^ "Castore announces multi-year partnership with Team Bahrain Victorious". castore.com. Retrieved 6 May 2022.
  42. ^ "Castore announces multi-year partnership with Team Bahrain Victorious". ineosgrenadiers.com. Retrieved 14 November 2022.
  43. ^ "Castore announce long-term deal with GB Taekwondo". Castore. 29 December 2021. Retrieved 8 June 2022.,
  44. ^ Robinson, Jon (19 May 2021). "Billionaire brothers 'take major stake' in sportswear brand Castore". Business Live. Retrieved 1 August 2021.
  45. ^ "Confirmation statement made on 8 August 2021 with updates". Companies House. J.Carter Sporting Club Limited. 29 September 2021. Retrieved 24 October 2021.
  46. ^ Fowler, Craig (21 August 2020). "Castore apologise to Rangers fans over kit confusion and merchandise quality". The Scotsman. Retrieved 27 September 2023.
  47. ^ Bottini, Lorenzo (13 February 2023). "Castor shirts have more than one problem". nss magazine. Retrieved 27 September 2023.
  48. ^ "Fans criticise new clothing partner of Red Bull for simple design". www.gpblog.com. 29 January 2023. Retrieved 27 September 2023.
  49. ^ Fisher, Ben (27 September 2023). "Aston Villa demand new kit after team complain of feeling weighed down". The Guardian. ISSN 0261-3077. Retrieved 27 September 2023.
  50. ^ Mackenzie, Alasdair (29 September 2023). "Aston Villa to wear Castore kits this weekend despite "concern" from players". FourFourTwo. Retrieved 29 September 2023.
  51. ^ "Villa women to wear criticised sweat-heavy shirts". BBC Sport. Retrieved 29 September 2023.
  52. ^ Law, Matt; Percy, John (28 September 2023). "Aston Villa and Castore poised to cut short shirt deal amid player complaints". The Telegraph. ISSN 0307-1235. Retrieved 29 September 2023.
  53. ^ Law, Matt (11 December 2023). "Castore hope 'wet-look' issue solved as Aston Villa finally accept shirt delivery". The Telegraph. ISSN 0307-1235. Retrieved 13 December 2023.
  54. ^ Williams, Callum (10 January 2024). "Aston Villa agrees Adidas deal dropping controversial Castore kits". InsiderSport. Retrieved 10 January 2024.

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