We are delighted to announce we're embarking on a supporter research project with University of Bedfordshire.

The University of Bedfordshire, our official Education Partners, is conducting a study that will explore what really motivates people to support Luton Town and why the club matters so deeply to its fans.

Rather than focusing only on visible behaviours such as attending matches or buying merchandise, the study looks beneath the surface to understand the psychological meaning of being an LTFC supporter.

The study requires 20 adult fans to take part in in-depth interviews, sharing their personal stories of how they became supporters, what emotions the club brings into their lives, and the values they associate with LTFC, such as community, resilience, local pride, and belonging.

Supporters will be encouraged to talk about matchday rituals, family traditions, digital engagement, and how following the club fits into their everyday lives.

Supporters can apply to take part in the research project via this link: Luton Town Fan Insights Study Participant Sign‑Up

Further to our collaboration on our 25/26 home kit launch, LTFC are excited to provide students with real-world experiences to promote the UoB career powered learning.