Luton Town & Electrolux part ways

The appliances company that had sponsored the kits of Luton Town these past 3 years has now decided not to renew the sponsorship contract with the club as it is reviewing its sponsorship strategy. Electrolux have been sponsoring Luton ever since 2005 when the club relocated to its new head office in Luton. Lately, Luton have had problems with the FA and Football League, and this news will continue to put pressure on the club, which will now have to find a new kit sponsor quickly. They are also in a takeover process where a consortium led by Gary Sweet is bidding to buy the club.

“After three years sponsoring club football there are clearly tangible benefits for any local company – especially forging closer links with the community – and Electrolux has found these of great value. Looking ahead, the club’s new management has some fantastic opportunities in place for companies to support the kids, the community and the club.”

“Unfortunately the timing was not right for Electrolux, as renewal came at a time when the group’s sponsorship strategy across Europe was – and still is – being reviewed. Therefore the decision was made not to renew local initiatives such as sponsorship of Luton Town FC. We wish the club all the very best for the next season and hope to see them ultimately bounce back to the Championship in the coming years.” - Brad Tribble, Managing Director and Vice-President of Electrolux

“Of course we are disappointed but we totally understand the change in the Electrolux European policy on marketing sponsorships. What we are very heartened by is that Electrolux totally recognise that we have enhanced the sponsorship package from what they were previously offered, with far better links to youth development and community involvement.

“This is the best shirt sponsorship package offered by the club in many years. Electrolux has been very supportive and is continuing to offer us help in finding a replacement sponsor. They are happy to talk to potential sponsors to share their experiences and show how the sponsorship really delivers as part of a company’s sales and marketing strategy.” - Gary Sweet, Head of LTFC2002 consortium attempting to take over the club