Domino’s opened their first store in the town back in 1985 – 100 years after the Hatters had already made their name in this fair land.

The pizza chain’s branding will adorn both entrances on Oak Road for the rest of the 2023/24 season.

Hatters Commercial Director, Chris Bell, said: “This season is set to be our biggest ever, and we know the town will rally around us to support our players at every game. That includes the local businesses, of which Domino’s is one of the originals.

“They’ve been a part of our town for over 38 years and are as permanent as Luton Town itself. We share a very similar history, by building our fanbase and setting foot on the biggest of stages.

“We’re proud to be working alongside such an iconic and beloved brand to support our team and our town as we head into the toughest year of football we’ve faced, with the support firmly in our corner.”

Spokesperson for Domino’s Sam Wilson added: “Luton is a big part of our history and is intertwined with our brand identity, and it’s something we’re immensely proud off. Luton Town F.C. carries the same pride for its iconic Oak Road Stand and Kenilworth Road ground.

“The club has shown a champion-like spirit to reach the pinnacle of English football and being a part of that history-making 23/24 campaign means a lot, not only to our brand, but our people too.”

“Being a part of the communities is key to our business, especially our local stores, and being able to support Luton in such a way as their club embarks on their biggest season yet is a privilege. Good luck this season Hatters, we’re in your corner. Literally!”

Hatters fans will receive more information on the partnership and the benefits for Luton Town in due course.