The Town’s distinctive new training wear for 2023/24 will feature TUI’s iconic smile logo across the front of the tops for training as well as those used during pre-match warm-ups. The deal extends across the Club’s youth and women’s teams.

TUI employ nearly 3,000 people across their head office based in Wigmore Luton, as well as the hangar and airport servicing the TUI airline, allowing the agreement to further strengthen the link between the club and many of the company’s employees.

Hatters commercial director Chris Bell said: “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.

“Their unmistakable logo looks great on an already eye-catching range of new Umbro training wear, which we will soon be able to update fans on its availability to purchase.”

TUI commercial and business development director Richard Sofer said: “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.

“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.”