Luton Town have announced a “landmark” shirt sponsorship agreement that will not only make a significant impact on the team’s finances but also benefit local charities focused on food poverty and fuel assistance.
Utilita, the UK’s leading Smart Pay As You Go energy supplier, will remain as the front-of-shirt sponsor for home kit but will now also appear on the second and third strips for the forthcoming season, marking the largest sponsorship deal in the club’s history.
As part of the agreement, Utilita Giving, the charity arm of Utilita, has committed to donating £2 from every Hatters shirt sold during the season to local charities, including the Luton Foodbank. This philanthropic gesture underscores the club’s dedication to supporting the community and providing assistance to those in need.
The partnership between Utilita and Luton Town began in 2015, when the Hatters were in League Two – like Dan Potts (pictured above) – and in the coming campaign it will extend into the Premier League.
The energy firm’s logo was originally on the back of Town’s shirts, but they stepped in to replace main home shirt sponsor JB Developments, when the Hatters terminated the deal in February last year due to ‘ongoing contractual breaches’.
Speaking about the continued partnership, Town chief executive Gary Sweet said in a statement: “While this represents a landmark shirt sponsorship deal in our long history, we feel it is important to recognise the strength of the relationship we have fostered together with Utilita over the past eight years. Therefore, it gives us great pleasure in knowing that a partnership – which began in League Two – will continue in the top-flight next season.”
Jem Maidment, Chief Marketing Officer at Utilita, said: “The Hatters’ journey over the past ten years to the Premier League is possibly the greatest football story of the 21st Century. We consider it an absolute privilege to have our logo on the famous orange shirt as we continue our journey together into a fantastic new era in the club’s history.
“I’m also delighted that Utilita Giving will be working with the club to support households in fuel and food poverty, as we ramp up our commitment to help those that need it most in Luton and the surrounding area.”
Also announced is the club’s first-ever shirt sleeve sponsorship deal with FREENOW, a leading taxi app used by millions of people across Europe, while Luton a training kit sponsorship deal has been agreed with global travel and leisure company TUI, whose UK head office is based in the town.
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