Luton Town mark long-awaited top flight appearance with biggest ever sponsorship deal

Luton Town & Utilita

Newly-promoted English Premier League side Luton Town has continued its strong bond with British energy supplier Utilita, confirming them as its front shirt sponsor for the 2023/24 season.

The deal will allow Utilita to feature on the front of all three of the Hatters’ playing shirts.

Under the arrangement Utilita, with its charity arm Utilita Giving, they have also committed to donating around $4 AUD to local charities for every hatters shirt sold. This will likely lead to major donations to local groups such as Luton Foodbank.

Utilita is the UK’s leading Smart Pay As You Go Energy Supplier serving over 800,000 customers. Their speciality is pay as you go metering and they were the first company in the UK to do so in 2003.

Utilita has a long history of sponsoring English football sides and has had a relationship with the Hatters since 2015 when the two joined as partners. The relationship was elevated in February 2022 when the Hatters made Utilita their front of shirt sponsor.

In announcing the new deal Luton Town CEO Gary Sweet spoke of the loyalty and alignment between the two partners.

“Loyal relationships in the world of football business can often be difficult to find and then preserve, so we are immensely proud to announce this agreement which will also aid three charities who undertake magnificent support to those in need in our local community,” he said via press release.

“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, spoke of their pleasure at sponsoring the new Premier League side emphasising the journey between the two since 2015.

“Luton and Utilita have forged a terrific relationship over the past few years. Both have challenged the status quo, faced adversity, and got stronger with each passing year,” they added via press release.

“Back in 2015 Luton were in League Two, and Utilita had 150,000 customers. Now Luton are in the Premier League and Utilita are one of Britain’s leading energy suppliers, with more than 800,000 customers and rising.

“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.”

This season will mark Luton Town’s first in the top flight since 1991/92 and it is great to see the club maintaining its loyalty and connecting with the sponsors who’ve helped its meteoric rise from non-league football to the Premier League.

The connection with charities and the community focus of Utilita in providing affordable energy access will also be met with applause from fans as many are feeling cost of living pressures.

This new deal is not only a huge win for the community club but also another win for the Luton community who now know they not only have a Premier League side in their town but also one that even with success won’t forget the community who raised it.

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The Man Who Built a Women’s Football Program from Nothing is now an Award-Winning Gender Equity Leader

Eight years ago, Spring Hills Football Club did not have a girls’ team. Today it has one of the most recognised women’s programs in Melbourne’s west, a senior NPLW side, and a head coach who has just been named Gender Equity Leader of the Year at the Melton City Council Volunteer Achievement Awards.

Tom Markovski, Spring Hills’ NPLW Head Coach, received the award at a ceremony coinciding with National Volunteer Week, recognised for his community leadership, promotion of gender equality and commitment to advancing the status of women and people of all genders in sport. The recognition comes from outside the football community entirely, awarded by a local council celebrating volunteers across every sector of civic life in one of Melbourne’s fastest-growing regions.

Building from scratch

When Markovski arrived at Spring Hills, women’s football at the club did not exist. His first act was to champion the establishment of the club’s first all-girls team, a process that required persuading a club culture built around men’s football that the investment was worth making.

Women’s football in community clubs has historically struggled to access the same facilities, scheduling priority, coaching resources and institutional support as the men’s game. Clubs have been slow to invest in programs whose return is less immediately visible than a senior men’s premiership, and in a growing outer-suburban community like Melton, where volunteer capacity is finite and demand across every program is high, the case for building something new always has to compete with the urgency of maintaining what already exists.

Markovski made the case anyway, and kept making it across eight years of coaching senior and junior NPL teams while simultaneously building the structural foundations of a women’s program designed to outlast any individual’s involvement. The club’s first all-girls team became multiple junior girls teams. Those junior teams created the pipeline for a senior women’s side. The senior women’s side created visible pathways for younger players to see where the game could take them within their own club.

The outcome is a program that Spring Hills now holds up as central to its identity rather than supplementary to it. The club has become a leader in female participation in Melbourne’s west, and recently made history within the NPLW Victoria structure by fielding junior teams coached entirely by female coaches, a milestone that reflects the depth of the program Markovski helped build.

What the Award Recognises

The Melton City Council’s decision to name Markovski its Gender Equity Leader of the Year places his work in a frame that extends beyond football. Melton is one of the fastest-growing local government areas in Australia, a diverse and rapidly expanding community where the institutions that bring people together, like schools, councils, sporting clubs, carry an outsized responsibility for social cohesion.

Mayor Cr. Lara Carli, speaking at the awards ceremony, reflected on the role volunteers play in communities like Melton’s. “Volunteering creates friendships, strengthens communities and builds a sense of belonging,” she said. “It helps people feel connected, supported and valued, and those things are more important than ever in a growing and diverse community like ours.”

For the girls now playing football at Spring Hills who were not playing anywhere eight years ago, Markovski’s contribution is not abstract. It is the specific and concrete fact of having somewhere to play, someone to coach them, and a pathway that leads somewhere.

Aussie partners with two A-League clubs in cross-state alliance

Australia’s largest retail mortgage broker will team up with Melbourne Victory and Western Sydney Wanderers, representing Aussie’s commitment to supporting and connecting people through football.

 

Opposing teams, United partners

The alliance between Aussie, Melbourne Victory and Western Sydney Wanderers reflects a unique approach to investing in Australia’s football landscape.

It encompasses both communities and supporters across Melbourne and Sydney, with Aussie’s presence in both cities now firmly embedded into local, grassroots networks.

“We’re excited about this partnership because it represents much more than a traditional sponsorship,” explained Aussie National Manager, Strategic Partnerships, Ryan Ferguson via press release.

“It’s about connection, community, and being part of something that reaches people in a meaningful and authentic way.”

Both Melbourne Victory and Western Sydney Wanderers also commented on the unique nature of the partnership.

“The joint venture is a game-changer in how brands and sports teams can collaborate beyond the traditional instruments of a partnership and stands apart from the existing relationships in our sporting landscape for the betterment of our stakeholders,” said Melbourne Victory Managing Director, Caroline Carnegie.

“For the first time, two iconic clubs are coming together in a joint-venture sponsorship that delivers unmatched reach, community impact and business innovation,” added Western Sydney Wanderers CEO, Scott Hudson.

 

National stage, local commitment

As Australians grapple with soaring property prices and financial uncertainty, having access to a platform like Aussie is immensely valuable.

So now that Aussie will begins its venture alongside Melbourne Victory and Western Sydney Wanderers – two clubs with extensive fanbases – it now has the means to make real, local impact.

Two major cities. Two footballing identities. All aligned under the same vision for community reach, growth and innovation.

“Aussie is a national brand, but at our heart, we are built on local relationships,” continued Ferguson.

“Every day, our brokers are working with customers in their communities, helping them navigate the journey of finding, buying and owning their own home. That’s why this partnership feels like such a natural fit.”

Ultimately, while the alliance will build on the business and community networks of the two A-League outfits, the impact will extend far beyond the boundaries of the pitch.

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