When Kenilworth Road changed its name

We've taken over pubs, now we are taking over stadiums. At Men United we leave no stone unturned in our efforts to get football fans to join our movement for men's health.

We're delighted to reveal on Tuesday 24 March 2015, Kenilworth Road, the home of Luton Town FC will become the Prostate Cancer UK stadium for one match only.

Kenilworth Road is sacrosanct to Luton Town fans and rightly so considering the history of the club and the ground. 66% of Hatters were not in favour of changing the name of their ground as a concept following an online survey on Bedfordshire News. However, the poll did not provide information on what the ground name would be changed to. The outcome would have been entirely different if fans had been voting on the change to support the cause.

For Town's clash with local rivals and fellow promotion chasers Wycombe Wanderers on March 24 2015, Kenilworth Road becomes the Prostate Cancer UK Stadium in a match being screened live on Sky Sports. 

And this is how it came about. 

In an unprecedented move, the Hatters joined forces with us to rename their home of 110 years. We believe it's also the first time a Football League club’s stadium will have been renamed in support of a charity.

A Men United match day usually consists of information in the programme, a collection outside the ground and a Guest of Honour on the pitch before the game.

In our experience for a night match fans generally want to get to their seats minutes before kick off straight from work. So how could we attract the attention of Hatters' fans for our match?

Sat in the bowels of Kenilworth Road with Luton Town staff discussing ideas around how we could maximise impact for our Men United match day at Kenilworth Road an idea started to brew.

What if we worked with the local newspaper and the Luton Town Supporters Trust to talk about a possible stadium name change, seed it in Town’s programme notes and see how the fans responded?

Well we did, kind of, and in the build up to the game we'll be sending out messages to Hatters fans about Men United, the cause and what we do to support the 300,000 men living with prostate cancer in the UK. 

It's also pertinent in relation to the number of men dying of the disease every year. 10,000. This is the capacity of Kenilworth Road.