Luton Town, the newly promoted English Premier League soccer club, have announced three key commercial deals ahead of their return to the top-flight.
The team have unveiled UK-based electric and gas supplier Utilita as their front-of-shirt sponsor, mobility app Freenow as sleeve sponsor, and global travel and leisure company TUI as their training wear partner for the new season.
The renewed agreement with Utilita, which also served as Luton’s primary shirt sponsor last season, has been described as “the biggest sponsorship agreement in the club’s history.”
The company’s logo will feature on all three of Luton’s playing shirts.
Utilita has had a partnership with the club since 2015 before becoming their front-of-shirt sponsor in February 2022.
As part of the tie-up, Utilita’s charity arm Utilita Giving will donate £2 ($2.61) of every shirt sold this season to local charities, including Luton Foodbank.
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Luton chief executive Gary Sweet said: “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.
“While this represents a landmark shirt sponsorship deal in our long history, we feel it is important to recognize 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.”
Meanwhile, Freenow will become Luton’s first official shirt sleeve sponsor and have its name on the home, away, and third shirts.
The taxi app will also serve as the club’s official mobility partner.
TUI’s logo, meanwhile, will feature across the front of Luton’s training shirts as well as those used during pre-match warm-ups. The deal extends across the club’s youth and women’s teams.
The agreement with the company, whose UK head office is based in Luton, will cover the 2023-24 season, the team’s first in the Premier League.
Luton last featured in England’s top-tier in the 1991-92 season.
Elsewhere, fellow newly promoted outfit Burnley have extended their partnership with Asian online betting company BK8.
The bookmaker has been retained as the club’s official training wear partner for the upcoming season.
As part of the agreement, BK8 branding will continue to feature on the men’s and women’s training wear and on LED signage across Turf Moor and via the club’s digital channels.
The betting brand was first announced as Burnley’s official training wear partner in August 2022.
Through the partnership, it has supported the Lancashire-based side’s community activities through its Burnley FC in the Community charity and will continue to do so over the course of the Premier League season.
BK8 was recently announced as Aston Villa’s new shirt sponsor, albeit with backlash from the club’s supporters.
Burnley have secured several new partnership deals ahead of their return to England's top-tier, including a main shirt sponsorship agreement with another Asian betting and gaming company, W88.
They became the fifth Premier League club to have struck a shirt sponsorship deal with W88 after Wolverhampton Wanderers, Crystal Palace, Aston Villa, and Fulham.
The deal was also signed despite the impending voluntary ban on gambling front-of-shirt sponsorship from the end of the 2025-26 season.
In other Premier League developments, Liverpool have today (July 18) named Peloton as their first-ever digital fitness partner under a multi-year deal.
The partnership will encompass both the men’s and women’s teams and focus on “enhancing the experience for the LFC and Peloton communities by introducing supporters to Peloton’s content.”
Liverpool and Peloton will also team up to provide exclusive club content on the Peloton platform.
In addition, the fitness brand now has a presence at the team’s AXA Training Centre and at the men’s team’s current pre-season training camp in Germany.
Peloton will soon also have a presence at LFC Women’s facility at Melwood.