Domino's Sponsors Luton Town FC's Famous Oak Road Stand in Honour of Shared History

The UK’s best loved pizza chain is harking back to its roots by partnering with Luton Town F.C. to sponsor the club's famous Oak Road Stand, to remind visiting fans of the brand and the town's twinned history and their rise to the top of English football.

The partnership will honour Luton Town F.C.’s rise to topflight football since its establishment in 1885, and the opening of Domino’s first ever UK store 100 years later in 1985.

The entrances to the stand received worldwide attention due to their unique location nestled between a row of terraced houses. Ahead of the upcoming season, Domino’s has joined forces with Luton to celebrate the now famous stand, and support its home town club. 

Since their promotion to top tier football, Luton Town F.C has worked around the clock for the past 13 weeks in order to allow Kenilworth Road to welcome some of the biggest clubs in football, along with their fans.

Luton Town F. C’s 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 the Luton Town FC 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.”

The new stand, officially named ‘The Domino’s Oak Stand’, will see both entrances on Oak Road, adorned with iconic Domino’s store signage, with an homage to Luton Town F.C. Each set of doors will be emblazoned with words ‘History is Made in Luton’ celebrating the club's establishment, 100 years before the opening of the first ever Domino’s store and its subsequent rise to greatness.

Domino’s Head of Sponsorships said the partnership cements the brand's foundation in Luton, “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!”

The deal sees Domino’s sponsoring the iconic entrance for the entire 23/24 season and will be in place for Luton Town F.C’s first home game at Kenilworth Road against West Ham, on Friday, 1st September. 

One Green Bean worked alongside Domino’s to produce ‘The Domino’s Oak Stand’, promoting the news to national journalists and local reporters, and land media hype on the partnership.