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Castore are thrilled to announce that they have completed a deal with UMBRO licensee, GL Dameck to sign an exclusive UMBRO Professional Team Sports sub-license. This sub-licence allows us to market the UMBRO brand in the UK, Germany, Austria, Switzerland, Belgium, Netherlands, and Denmark.
Following a $145.00 million investment round in November 2023, Castore will continue to innovate in the elite sports market with this UMBRO Pro Team licence marking its emergence as a multi-brand business.
As a brand with a rich history at the heart of sport and a deep and storied life in elite football, having created some of the most iconic strips of all time, UMBRO has an exceptional legacy. The Castore digital expertise and highly agile global supply chain provides a model that has allowed us to disrupt the traditional dominance of Nike and adidas. The ability to now market and supply the UMBRO brand for team sports will elevate both UMBRO and Castore to new levels.
The agreement also signifies Castore’s first step towards a brand segmentation strategy, enabling them to take a significant position in the UK & European elite sports markets.
Since Castore’s inception, they have rapidly grown to partner with over 50 leading sports teams worldwide through its digital first business model. Castore will now apply this digital expertise to the marketing of UMBRO’s exceptional brand heritage and authenticity and further expand the UMBRO partnership portfolio, with fans remaining at the core of its strategy.
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, FC Brentford, Luton Town and West Ham United, as well as English Football League clubs Ipswich Town, Huddersfield Town and Forest Green Rovers.
Castore 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.
Tom and Phil Beahon, Founders of Castore, said, “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. 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 & Joint Founder of GLD, commented, “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, whilst providing consumers with first class kit design and innovation.”
