Tui will sponsor Luton Town Football Club for the 2023-24 season.
The partnership between the two Luton-based businesses will see players sport the Tui logo on their training shirts.
Tui commercial and business development director Richard Sofer said he was “proud” to see the logo worn by Luton players, who were promoted to the Premier League at the end of last season.
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“Many of our employees are from Luton or the surrounding areas and many of us watched in awe last season as the club got their well-deserved Premier League promotion,” he said.
“We couldn’t be prouder to have our logo on the training kit shirts for this important season and as a large employer in the town it’s great to do something that feels so important to the community and we know our colleagues will love being involved.”
“Striking up partnerships with organisations who have long-standing connections to Luton are of great importance to us as a club so we are happy to welcome Tui along for the ride for the forthcoming top-flight campaign.
“We know that Tui in their previous guises have been an important employer in the town, dating back to the 1960s, and these are the kind of close-knit community values that we respect.”