Premier League stand to get Domino’s makeover thanks to new deal

Luton Town’s infamous stand where fans enter through a row of terraced houses has been given a Domino’s makeover ahead of the club’s historic first Premier League game.

The Oak Stand at Kenilworth Road, Luton, has been decorated with the pizza giant’s branding to celebrate links to the town and its football club.

‘History is made in Luton’ has been emblazoned on the entrance’s shutters describing how the club was inaugurated in 1885 and Domino’s opened their first store in the town 100 years later.

Luton Town host West Ham United tonight in their first Premier League game at the ground which has undergone a £10m revamp to meet to-flight standards.

The Oak Stand has recently become a viral sensation after visiting fans revealed their entrance through a block of terraced houses – allowing them a peep into residents’ back gardens.

It’s been officially renamed the ‘The Domino’s Oak Stand’ to mark the firm’s partnership with The Hatters during their historic first season in the Premier League.

Chris Bell, Luton Town F. C’s Commercial Director, said: “This season’s 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 have been a part of our town for more than 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 have faced, with the support firmly in our corner.”

Domino’s say they’re pleased to begin the partnership they believe cements the brand’s foundation in Luton.

Domino’s head of sponsorships said: “Luton is a big part of our history and is intertwined with our brand identity, and it’s something we’re immensely proud of. Luton Town F.C. carries the same pride for the 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!”