Hatters flag down FREENOW as new sleeve and mobility partner

The Hatters are pleased to announce a partnership with mobility super app FREENOW who will become the Club’s first official shirt sleeve sponsor.


As part of the deal, FREENOW – who will also become the Town’s official mobility partner – will have their name on the sleeves on the home, away and third shirts.

FREENOW is a leading taxi app used by millions of people across Europe, offering the largest vehicle choice, including taxi, minicabs, e-bikes and e-scooters.  And in the UK, it has the highest number of zero emission capable vehicles in one platform.

Hatters commercial director Chris Bell said: “For the first time in the Club’s history we are able to welcome a permanent sleeve sponsor and it gives us great pleasure to welcome FREENOW for the forthcoming Premier League season.

“With a large number of their drivers from the town it further highlights our commitment to working with organisations that have strong links in Luton and the local area and we are looking forward to offering our supporters benefits as a result of this partnership.”

Mariusz Zabrocki, UK General Manager at FREENOW, said: “It is a privilege to be the first on-sleeve sponsor and official mobility partner for Luton Town as they join their Premier League. Our shared vision, ethics, and commitment to the community will help make this a strong partnership that benefits fans, residents, and local cab drivers alike.

“Following the partnership, we expect to increase our Luton-based driver population by 50 per cent, reaching over 1,000 drivers, which we will continue to support with high earnings and other benefits such as support with EV transition. We will also expand our offering in Luton and surrounding areas to help Luton fans to move around easily, including to and from the games of their favourite club.

“We look forward to working with the Hatters to continue doing what we do best: improve the way we move around cities by putting our drivers and users at the forefront.”

For further information visit the FREENOW website and download the FREENOW app for iOS or Android.

It is the second sponsorship agreement the Club have announced since last week, after TUI became the Town's new training wear sponsor.

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