Advertisement

Everton boosted by club-record Castore kit deal worth £20m a year

Aston Villa's Bertrand Traore (left) competing with Everton's Nathan Patterson – Everton boosted by club-record Castore kit deal worth £20m a year

Everton have received a much-needed financial injection after striking a club-record kit deal with Castore worth more than £20million a year.

The sportswear supplier, which also partners high-profile clients such as the England cricket team, tennis great Andy Murray and the Red Bull and McLaren Formula One racing teams, has also acquired “founding partner” status to the upcoming new Everton stadium to further swell the club’s commercial revenues.

Everton and Castore have not put a precise figure or timescale on the “multi-year” contract, but its value is understood to be at least double what the Merseyside club agreed with previous kit manufacturer Hummel. That four-season relationship – which ended at the end of the 2023-24 campaign – was worth up to £10million a year. The kit will be unveiled and for sale from July.

For Castore, a fresh tie-up with a Premier League club is timely as it follows a difficult 12 months in which two of their biggest English football partners ended agreements, one doing so under controversial circumstances.

Aston Villa switched to Adidas shortly after complaining about technical issues with their Castore jerseys. Newcastle United have also moved from Castore to Adidas for the 2024-25 season, although they explained that was solely for commercial reasons, describing the quality of their kits as “extremely high”.

Aston Villa's John McGinn remonstrates with referee Jarred Gillett last season - Everton boosted by club-record Castore kit deal worth £20m a year

Both Villa and Newcastle were proactively seeking more lucrative partnerships to represent their changing, elevated status from clubs struggling in mid-table to being Champions League participants.

Everton are confident there are no long-standing issues with Castore products, citing the expanding and high-profile portfolio of the firm which was founded in 2016 by Merseyside brothers and former athletes Tom and Phil Beahon.

Among Castore’s other football clients are Bundesliga champions Bayer Leverkusen and Scottish giants Rangers.

The timing of the announcement is significant as Everton’s majority shareholder Farhad Moshiri endeavours to present a “business-as-usual” image amid his ongoing financial challenges, trying to sell the club while seeking to avoid further punishments for breaking the Premier League’s profitability and sustainability rules.

Lucrative sponsorship deals obviously help Everton’s accounts for the year 2024-25, although the broader hope is a new investor will soon be on board to manage the mounting debts.

Everton’s new £500million stadium on Bramley-Moore dock is close to completion ahead of its formal opening in 13 months.

Castore’s deal includes an arrangement guaranteeing them a high-profile commercial presence when the team make the move from Goodison Park for the start of the 2025-26 campaign.

Richard Kenyon, chief commercial and communications officer at Everton, said: “We are really pleased to welcome Castore as our new technical kit partner from next season and to announce them as the first founding partner of Everton stadium.

“The agreement – another record deal for the club – sees us link up with an ambitious and innovative sportswear brand and comes at an historic time for Everton as we prepare for our stadium move. From our very first conversations, we could see how excited Castore were about the opportunity to work alongside us during this period and we’re looking forward to launching the first set of products this summer.

“It was also really pleasing that Castore could see the commercial opportunities in becoming a founding partner at our new stadium and it seems fitting that such an ambitious and successful brand from our region is the first of several stadium partners we will be announcing in the coming months.”

Meanwhile, Everton captain Seamus Coleman has signed a one-year deal to continue his Goodison career into a 16th season. Coleman, 35, was out of contract this summer but manager Sean Dyche was keen to retain the players who joined for just £60,000 from Sligo Rovers in 2009.