Saracens have announced a kit deal with British brand Castore believed to be the most lucrative in the club’s history.
The five-year agreement replaces Sarries’ contract with Nike and follows their successful promotion back to English rugby union’s top division.
Saracens join a fast-growing roster of teams and athletes to partner with Castore, which includes their captain Owen Farrell.
“We wanted our first deal in rugby to have a wow factor, somebody that’s going to compete for trophies, and Saracens is one such club,” Castore co-founder Tom Beahon told City A.M.
“The reason why Castore was comfortable making such a significant investment in the club is because of the growth potential we see.”
Former City worker Beahon, who set up Castore with brother Phil in 2015, expects private equity involvement in rugby to accelerate its expansion.
“It’s got a fantastic core fanbase,” he added. “But even more excitingly it feels like rugby is going on a journey in terms of commercialising itself, digitising, really understanding its appeal not just to core fans but a new audience – very similar to what Formula 1 has done.”
Castore also hopes to tap into Saracens’ global appeal by selling more replica kit in southern hemisphere markets.
Saracens Castore deal not contingent on promotion
Five-time English champions Saracens sealed their return to the Premiership last weekend by winning the second division.
Beahon says the kit deal was not contingent on their promotion this year, having been demoted for breaking spending rules.
“We believed in the project and understood what they want to do over a five-year-plus period and that’s what got us excited,” he said.
“It’s fantastic that the first year of the partnership is in the Premiership but it would have been the case anyway if they were in the Championship.”
The premium sportswear label also has deals with football clubs Rangers and Wolverhampton Wanderers, Sir Andy Murray, England cricketer Jos Buttler, swimmer Adam Peaty and golfer Patrick Reed.
Castore hopes to add at least three more football teams to its portfolio for 2022-23.