How Luton Plans To Capitalize On Premier League Cashflow

Luton Town FC is still looking for its first points in the Premier League — a feat it hopes to accomplish on Friday when it hosts its first league game at Kenilworth Road since being promoted to England’s top league for the first time in 31 years.

The match between West Ham United and Luton Town will air on USA Network at 3 p.m. ET, kicking off this weekend’s slate of EPL games.

Over the summer, Luton had to install about $16 million worth of upgrades to its 10,000-seat stadium in order to bring the 118-year-old venue up to EPL standards. That included a new main concourse, media center, entry stairwell, and ticket office.

In 2022, Luton’s revenue was about $21 million, and the club lost about $7 million. That won’t be the case this season, no matter where they end up in the table.

Luton will earn at least $100 million from EPL media rights distributions alone — and potentially more depending on how many home games it ends up playing in major TV windows. Those revenues will go a long way toward the club’s plans for a new, 20,000-seat stadium planned for 2026, a project that could cost more than $125 million.

But this season, the focus is on Kenilworth Road, which will welcome the likes of Liverpool, Arsenal, Manchester City, Manchester United, and Chelsea. Along the way, the top priority for Luton will be staying out of the bottom three, and keeping its coveted, lucrative spot in the Premier League.