You might know Utilita Energy from the front of Luton Town's shirt, the journey of the newly promoted club is one of the stories of the Premier League season. But there's so much more to the company than that. Luton and Utilita have partnered since 2015, back when the club was still in the fourth tier, becoming front-of-shirt sponsor in February 2022. It is just one part of a comprehensive and wide ranging sponsorship strategy that uses football to educate fans and club owners about how to tackle energy poverty. Our guest is Jem Maidment chief marketing officer of Utilita Energy . Joining Jem is Shaun Whatling of Redmandarin, as we unpick the strategy that drives one of football's most prolific and innovative sponsors.  This podcast is sponsored by SportAccord World Sport and Business Summit, which is taking place in the UK this year at Birmingham’s ICC. From 7 to 11 April global leaders and senior execs from over 125 International Sport Federations, the IOC, rights holders, professional leagues, host cities and major event organising committees from all continents will be meeting to make decisions that will shape the future of sport. With a thought-provoking conference programme, busy exhibition and a host of networking events, evening receptions and cultural activities SportAccord is your chance to organise a year’s worth of meetings in a week with executives from across the global sport ecosystem. With senior execs from FIBA to FORTNITE, from FIA to Kansas City Chiefs don’t miss the chance to rub shoulders with the worlds sports and business leaders. SportAccord are offering Unofficial Partner listeners a discount of 10%, just click on this link to get your Unofficial Partner 10% discount. More information at sportaccord.sport Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry. To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartner We publish two podcasts each week, on Tuesday and Friday. These are deep conversations with smart people from inside and outside sport. Our entire back catalogue of 300 sports business conversations are available free of charge here. Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify, Google, Stitcher and every podcast app. If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series, you can reach us via the website.