<iframe src="https://www.googletagmanager.com/ns.html?id=GTM-P36XLWQ" height="0" width="0" style="display:none;visibility:hidden">

Luton Town extend Utilita front-of-shirt sponsorship for Premier League debut season

Newly-promoted club also announces FreeNow as sleeve sponsor and Tui as training wear partner.

17 July 2023 Ed Dixon

Getty Images

English top-flight soccer outfit Luton Town have named energy provider Utilita as their front-of-shirt sponsor ahead of their debut Premier League campaign.


  • Utilita deal marks biggest sponsorship agreement in Luton Town’s history
  • Company’s charity arm Utilita Giving will donate UK£2 (US$2.61) of every Hatters shirt sold this season to Luton Foodbank
  • Mobility service provider FreeNow named mobility partner and secures sleeve branding on club’s matchday shirts
  • Travel and leisure company Tui named Luton’s training wear sponsor
  • Fellow Premier League side Nottingham Forest unveil Ideagen as sleeve partner in expanded deal
  • Bk8 extends contract as training wear partner of newly-promoted Burnley


Luton and Utilita have partnered since 2015, back when the club was still in the fourth tier, before the firm was named front-of-shirt sponsor in February 2022.

The Hatters are unique among other Premier League teams by publicly rejecting gambling partnerships, with chief executive Gary Sweet saying the club “do not feel comfortable” being sponsored by them. In contrast, Aston Villa, Burnley and Fulham have all signed new shirt sponsorship deals with betting firms ahead of the new season.


“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,” said Sweet.

“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.”

Coming next:

Luton may be back in the top division for the first time since 1992, but their debut Premier League fixture on 19th August has been postponed after the club could not assure the Premier League and opponents Burnley that improvement works at Kenilworth Road would be completed in time.

The UK£10 million (US$13.1 million) work includes the construction of a new stand to meet broadcast and media requirements.

1 / 2news articles read

Enjoying SportsPro content? Create your account and get enhanced access to all the latest stories.


Already have an account?