Castore has signed a deal with GL Dameck to market the Umbro brand in a number of European countries.
The historic Umbro brand was founded in 1924 in Wilmslow and has retained its North West roots, despite having several owners over the years, including Nike.
The deal between GL Dameck and Castore covers the UK, Germany, Austria, Switzerland, Belgium, Netherland and Denmark.
“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,” said 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.”
The deal comes following a £145m investment round late last year and the Umbro Pro Team licence is the company’s first step towards a “brand segmentation strategy” so that it can take a “significant position in the UK & European elite sports markets.”
From the start of the 2024/25 season, Castore will have the exclusive rights to seek to work with Umbro’s existing English Premier League teams, 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 be able to supply, under the Umbro brand, to Heart of Midlothian.
Outside of football, Umbro also supplies kit to England Rugby.
“We are delighted to partner with Tom, Phil, and their team in this groundbreaking elite sports relationship,” explained Ewan Scott, CEO & Joint Founder of GLD.
“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”
