Everton, of English soccer’s top-tier Premier League (EPL), have agreed a new kit deal with UK sportswear brand Castore, in what has been called a club-record partnership.
Through a tie-up unveiled today, Castore is set to provide match kits to Everton’s men's, women's, and academy squads in a multi-year deal starting in 2024-25, as the team's official technical partner.
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In addition, the brand has also become the first founding partner of the club's new stadium at Bramley-Moore Dock in Liverpool, which it aims to move into in advance of the 2025-26 season.
The Telegraph has reported the deal is worth over £20 million ($25.3 million) per season.
The club has said this founding partner element gives them “access to enhanced commercial opportunities and media rights” once the venue – set to have a capacity of 52,888 – opens.
Castore has taken this slot following the termination of its kit supply tie-ups with fellow EPL sides Aston Villa and Newcastle. Both of these teams are switching to adidas for 2024-25 onwards.
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By GlobalDataVilla initially agreed a “multi-year” deal with Castore ahead of the 2022-23 season, but players complained about the quality of the kits, with some arguing the brand's “wet look” kits were ineffective in absorbing sweat and weighed players down, potentially affecting on-field performance.
Everton, meanwhile, had Hummel as their previous kit supplier, in a deal that originated back in May 2020, and was then extended in October 2022. GlobalData estimated the value of the last deal between the two parties as $11 million for the 2023-24 season.
This new Castore agreement has been unveiled with Everton’s future very much still up in the air. Current owner Farhad Moshiri is intent on selling, as he has been for many months, but as yet no buyer has been confirmed – multiple consortiums are reportedly in the race.
An exclusivity period with 777 Capital Partners expired at the end of May with that firm having failed to satisfy the EPL as to its sources of funding.
As Hummel did, Castore will work alongside the digital sports platform and e-commerce giant Fanatics – the Merseyside club’s official retail partner – to supply Everton’s fans with official products.
Richard Kenyon, Everton's chief commercial and communications officer, added: “The agreement – another record deal for the club – sees us link up with an ambitious and innovative sportswear brand and comes at a historic time for Everton as we prepare for our stadium move.
“It was also really pleasing that Castore could see the commercial opportunities in becoming a founding partner at our new stadium.”
He also commented that Castore represents “the first of several stadium partners we will be announcing in the coming months.”
Other major Everton sponsors include front-of-shirt partner Stake.com, while last season the sleeve sponsor was Kick, the community-driven live-streaming platform.
Outside of soccer, meanwhile, Castore has deals in place with sporting properties such as the England and Wales Cricket Board, as well as motor racing outfits McLaren F1 and Red Bull Racing.
