Reflecting the builders’ merchant’s commitment to supporting its local team and the wider community, Jewson branding will now adorn Kenilworth Road as just one element of its new agreement with the Hatters.
The partnership brings together two organisations with strong local connections and a shared ambition to make a positive difference in the community. As part of the sponsorship, Jewson branding will feature prominently at Luton Town FC through a branded stand wrap, pitch-surround advertising and the players’ walk out jackets, which draw inspiration from the iconic trainers’ tracksuit tops of the 1970s, 80s and 90s.
The deal also includes the Jewson Luton branch selling official Luton Town kits and selected merchandise, including home kits, away kits and walk out jackets.
Sam Johnson, the merchant’s Marketing Operations Director, said: “We’re extremely proud to partner with Luton Town FC over the next two seasons. With our flagship Luton branch only a short distance from Kenilworth Road, the partnership gives us a brilliant opportunity to back our local club and create a relationship of lasting value for supporters, customers and the wider community.”
Ben Tunnell, Head of Commercial at the League One side, added: “We are incredibly pleased to welcome Jewson to Luton Town through this major new two-year partnership. This is a significant step for us, and we are delighted to be launching into a highly successful partnership.”
Jewson’s flagship Luton branch underwent a multimillion-pound transformation in 2025, expanding its range to 11,000 products, reportedly the most of any UK branch. The 6.5-acre site features the merchant group’s first Sustainability House, drive-in loading, covered timber, tool hire and specialist services.
Main image shows (LtoR): Paul Darlow, Jewson Regional Director; Luke Samples, Luton Branch Director; LTFC Manager Jack Wilshere with goalkeeper James Shea and defender George Johnston; Sam Johnson – Jewson Marketing Operations Director.
