Castore co-founder Tom Beahon has told Everton fans kit prices will remain at current levels or higher because ‘people can afford it’ in a revealing interview with the BBC.
Castore was named as a founding partner during Everton’s move to the Hill Dickinson Stadium after signing a multi-year deal with the club reportedly to bring in around £10m a year in revenue.
The sportswear brand supplied the kit for the club’s final season at Goodison Park and the historic first home shirt worn at Hill Dickinson Stadium, which features a wave design as a nod to the River Mersey. Adult home, away and third shirts are priced at £80 at launch, making them one of the most expensive in the Premier League.
Castore is now selling unsold stock for just £24 for the current season shirts.
The Liverpool-born co-founder says “We live in a capitalist society, if people couldn’t afford it, those prices wouldn’t be charged. That is the nature of capitalism.”
Beahon also suggested pressure from club owners to make a return on kit deals means prices will remain high for fans.
He said: “We’ve all seen significant investment come into sports, football in particular, the Premier League in particular.
“When that investment comes in, it’s logical those investors over time, might not be one year, might be a decade, but over time they will demand a return on their investment.”
He also believes clubs will soon start to add microchips to kits so that clubs can verify authenticity amid a rise in the use of sites such as DHgate, which sell unofficial kits from mostly Asian markets.
Castore launched three Everton shirts for the 2025/26 season, plus goalkeeper shirts and training kits for the club. It is rumoured a fourth Everton kit could also be introduced some time in January with input from club owners the Friedkin Group.
Castore has also launched several lifestyle ranges including the ‘Defender’ range and special edition shirts such as the Goodison farewell training shirt.
Despite the brand’s Liverpool roots, it has not always been a popular choice with Evertonians due to a perceived lack of quality. Castore was famously dropped by Aston Villa over concerns the kits were poor at managing sweat, giving them a ‘wet look’ during games.
Castore has been actively adding sports teams to its portfolio in recent years. It provides kits for Preston North End and other football teams, as well as the English Rugby Union national team, Red Bull Racing in F1 and the England cricket team.