Luton Town are searching for a new kit sponsor after Electrolux confirmed they would not be renewing their deal.
The appliance company has been involved with Luton for three years, having first sponsored the Hatters when they relocated their head office from Slough to Luton in 2005.
Brad Tribble, vice president and managing director of Electrolux Major Appliances UK & Ireland, said: "After three years sponsoring club football there are clearly tangible benefits for any local company – especially forging closer links with the community – and Electrolux has found these of great value.
"Looking ahead, the club's new management has some fantastic opportunities in place for companies to support the kids, the community and the club.
"Unfortunately the timing was not right for Electrolux, as renewal came at a time when the group's sponsorship strategy across Europe was – and still is – being reviewed. Therefore the decision was made not to renew local initiatives such as sponsorship of Luton Town FC.
"We wish the club all the very best for the next season and hope to see them ultimately bounce back to the Championship in the coming years."
The Hatters now face the difficult task of finding a new shirt sponsor in addition to sorting out their difficulties with the FA and Football League.
Gary Sweet, managing director of the LTFC2020 consortium bidding to take over the Hatters, said: "Of course we are disappointed but we totally understand the change in the Electrolux European policy on marketing sponsorships.
"What we are very heartened by is that Electrolux totally recognise that we have enhanced the sponsorship package from what they were previously offered, with far better links to youth development and community involvement.
"This is the best shirt sponsorship package offered by the club in many years.
"Electrolux has been very supportive and is continuing to offer us help in finding a replacement sponsor.
"They are happy to talk to potential sponsors to share their experiences and show how the sponsorship really delivers as part of a company's sales and marketing strategy."
Any firms interested in sponsoring Luton should contact either Gary Sweet or Stephen Browne at the club.
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