Castore Co-Founder Defends High Kit Prices: "If Fans Couldn't Afford It, Those Prices Wouldn't Be Charged"

Jan 24, 2026

by Chris

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Kit Pricing Defense: Castore co-founder Tom Beahon defended high kit prices by stating that market forces dictate pricing, and prices would be lower if fans couldn't afford them.
Economic Factors: Beahon attributed price increases to rising manufacturing costs, tariffs, inflation, and the need to recoup investments in elite sports.
Counterfeit Market Dismissal: Beahon dismissed concerns about counterfeit kits, suggesting future technology like microchips could verify authenticity and enhance fan engagement.

Castore co-founder Tom Beahon has defended the rising cost of replica football kits in an interview with the BBC's Big Boss Interview podcast, arguing that market forces would naturally drive prices down if fans genuinely couldn't afford them.

"We live in a capitalist society, if people couldn't afford it, those prices wouldn't be charged."

Beahon said the company operates within the realities of capitalism and that current pricing reflects economic fundamentals.

The new Ireland 2026 kits retail at 105/145 EUR, and also come with a sponsor logo - there was much hate for both

Beahon cited rising manufacturing costs, increased tariffs, and inflation as key drivers behind price increases, alongside unprecedented investment in elite sport that demands returns.

When asked about the growing counterfeit kit market, he dismissed it as a concern, suggesting that future microchip technology in shirts could verify authenticity and create additional fan engagement opportunities. Castore, which supplies clubs including Everton, Rangers, Burnley, and Preston North End, has faced criticism over kit pricing, but Beahon maintains the firm is addressing affordability through entry-level product ranges while operating within standard market economics.