Initiated by the My Shop Is Your Shop campaign and the IMA Group, local retailers met in the Eric Morecambe Suite at Luton Town Football Club to discuss ideas on linking local stores with the club on a community basis.

MSYS is based on reminding the shopper of the value of the independent retail store in the community, and as such parallels many aspects of  the Football In The Community scheme which is operated by the Professional Footballers' Association.

A programme of ideas is now under consideration for the autumn.

Pictured from left are: Kishor Patel, Luton retailer and current sponsor of the club; MSYS chairman Alan Toft; Londis retailer Nevil Bowers; and Sarah Watson, business development executive at Coca-Cola Enterprises, sponsor of the Championship in which Luton Town has competed this season.

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