Sweet well aware Hatters fans against future stadium renaming

Gary Sweet
Gary Sweet
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Hatters chief executive Gary Sweet admitted he has learned there is little support to renaming Kenilworth Road on a permanent basis.

News that the club’s home since 1905 would undergo a change in identity was met with a lukewarm reception by fans recently, until it was revealed it was for one game only, in aid of Prostate Cancer UK.

“I think people generally are quite vociferous against renaming such a historic ground like Kenilworth Road.”

Gary Sweet, chief executive

Sweet said: “It was interesting because rather than intentionally, we did go out with a little bit of nusiance marketing.

“The intention of doing that wasn’t necessarily to embarrass Luton supporters, it was actually to maximise the publicity for the event, the press conference when we named the charity.

“But also a little bit from our side to see what the temperature was like to renaming Kenilworth Road.

“I think we got that between the eyes, not that we have any kind of opportunity for any potential sponsorship at this stage either.

“But we certainly know where we stand now and I think people generally are quite vociferous against renaming such a historic ground like Kenilworth Road, but they’ve been very, very warm at receiving this renaming.”

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