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.