Luton Town Football Club are delighted to announce the renewal of our partnership with Heineken UK, who will continue as the Club’s Official Pouring Partner for our final seasons at Kenilworth Road.

The agreement sees an increased investment and package of support from Heineken, reinforcing their long-standing commitment to the Hatters. As part of the renewal, Heineken will work closely with the Club to further develop the fan zone and strengthen the overall matchday experience, helping us deliver the best possible environment for supporters at Kenilworth Road.

Heineken’s popular range of beers, ciders and alcohol-free options including Cruzcampo, Heineken, Murphy’s, Inch’s Cider and Heineken 0.0, will continue to be served across all areas of the stadium – from concourses and hospitality lounges to a fan zone that we are proud to be growing season by season.

Working alongside partners like Heineken plays a vital role in our efforts to enhance the supporter journey, from the moment fans arrive at Kenilworth Road through to the final whistle, and beyond.

Will Rice, on-trade director for HEINEKEN UK, said: “We’re really pleased to continue our long-standing partnership with Luton Town. Hatters fans will be able to watch exceptional football alongside exceptional beers, ciders and alcohol free options – it’s the perfect match!”

Ben Kensell, Chief Revenue Officer at Luton Town Football Club, said: “We are thrilled to extend our partnership with Heineken UK, a global beer and cider company that shares our passion for football and community. Their commitment and investment will directly enhance the fan experience at Kenilworth Road and support our growth as we prepare for the exciting journey to Power Court. We are proud to continue working alongside such an important partner and grateful for their support during the remainder of our time at Kenilworth Road."

To learn more about Luton Town FC’s partnership strategy in the build up to Power Court and beyond, contact [email protected].