Wolverhampton Wanderers has netted ‘the largest technical partner sponsorship fee’ in the Premier League club’s history, unveiling UK sportswear brand Castore as its new on-field partner.
The Liverpool-based firm will replace Adidas as the West Midlands side’s technical partner from the 2021/22 season, in a deal which will see Castore manufacture all on-field playing kit and side-line apparel, while Wolves will manufacture and distribute a range of replica products under license from Castore.
Furthermore, the partnership will facilitate a broader suite of products, with all ranges now bespoke to Wolves, including women’s replica, training and travel wear, and the brand’s debutPro Performance collection.
Wolves General Manager for Commercial Operations, Vinny Clark, noted: “This is truly a ground-breaking deal in Premier League football, which challenges the established order of things, and we are delighted to have found a progressive and disruptive partner in Castore to embark on this journey with us.
“Our fans will get a great assortment of product that is unique to Wolves and has been carefully put together in response to the feedback we have received in recent years, and Castore will receive fantastic exposure to the Premier League’s multibillion global audience.
“In addition to that, the partnership model allows us to have greater flexibility and agility in getting replica product to market, making this a commercially attractive venture, significantly ahead of what we have achieved in the past.”
Founded in 2015, Castore maintains partnerships with notable athletes including Sir Andy Murray, Owen Farrell and Masters winning golfer Patrick Reed, along with Scottish Premiership side Glasgow Rangers and the McLaren Formula One team.
The UK brand has also been linked to Serie A giants Lazio and Napoli as it looks to expand its global footprint.
“As a brand deeply committed to the ethos of marginal gains and performance excellence, Castore is the perfect match for a football club like Wolves, who have proven over the last four years that nothing is impossible when you have commitment, courage and dedication,” remarked Castore Co-Founder, Tom Beahon.
“We were very clear when we made the decision to enter the football market that we would only partner with clubs who had ambitions to compete at European level – it was clear from the very beginning that everyone at Wolves, from the ownership down, are wholly committed to that goal, which is perfectly aligned with Castore’s own ambitions of challenging the existing sportswear market incumbents.”
Ahead of the final home game of the campaign, Wolves added that the first Castore range, including the home kit, will be launched in July.