Castore has completed a deal with Umbro licensee, GL Dameck to sign an exclusive Umbro Professional Team Sports sub-licence.
The sub-licence allows the company to market the Umbro brand in the UK, Germany, Austria, Switzerland, Belgium, Netherlands and Denmark.
The deal follows a £145 million investment round in November 2023 and also signifies Castore’s first step towards a brand segmentation strategy, enabling it to take a significant position in the UK and European elite sports markets.
From the start of the 2024/25 season, Castore will have the exclusive right to seek to work with Umbro’s existing English Premier League team partnerships including: AFC Bournemouth, Brentford, Luton Town and West Ham, as well as English Football League Clubs Ipswich Town, Huddersfield Town and Forest Green Rovers.
It will also supply, under the Umbro brand, to Heart of Midlothian in the Scottish Premiership, where Castore is already the global kit partner for Glasgow Rangers FC, and England Rugby men’s and women’s teams at a time of heightened interest in the sport during the Guinness Six Nations.
“We are delighted to bring together Castore’s innovative digital platform, and investments in supply and distribution, with one of football’s great heritage brands, in Umbro, to reach a new generation of fans,” commented Tom and Phil Beahon, founders of Castore. “Umbro is a global brand which is woven into the heart and soul of football culture, and this deal represents the first step in the next chapter of Castore’s continued progress.”
Ewan Scott, ceo and joint founder of GLD, added: “We are delighted to partner with Tom, Phil and their team in this groundbreaking elite sports relationship. Castore’s technology-led approach combined with Umbro’s century of authenticity in sports enables both partners to increase visibility on the field of play, while providing consumers with first class kit design and innovation.”
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