RECORD PRE-ORDER SALES FOR LUTON’S NEW KIT

Luton Town's good form of last season is showing no sign of letting up as the Club continue to set records on and off the pitch. On 4th July, the League One champions launched their new kit for the 2005/06 season, manufactured by Diadora, and it proved an immediate hit with supporters, as pre-order sales reached a record level thanks to a kit launch strategy devised and managed by upton(a)way media.

The Bedfordshire side, who also announced a two-year sponsorship deal with Electrolux at the press conference, simultaneously revealed the strip to the media at the Kenilworth Stadium and to fans, via the club's official website www.lutontown.co.uk, at 11am.

Promoted with editorial on the official website, a home page takeover and highly visible contextual links throughout the site, supporters were provided with the opportunity to preorder the merchandise via the club's online club shop and the sales, to the close of business on Monday, reached record first day sales levels for the Football League according to Premium TV, service provider to FL interactive.

Faisal Ahmed, Head of E-commerce for Premium TV commented: "The launch of the new Luton home and away kits, has had the biggest launch day sales for our Football League clubs.

"The new kit was launched online at the same time as the press conference took place to unveil the new kit supplier and new sponsorship.

"Fans who cannot make it to the club shop have flocked online to purchase the new shirts, with ease and comfort of their own pc's and that has produced record figures for Luton.”

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