Hatters chief executive Gary Sweet told lutontown.­co.­uk: “We are extremely proud to be the first club to partner with a charity such as Prostate Cancer UK by renaming our stadium, albeit temporarily."

“Given the statistics, there’s every chance that by helping to increase the awareness of this disease and the charity, that someone’s son, father or grandfather could be helped by spotting the signs early and seeking help."

“This is a first for Luton Town and a first in football and we are delighted to be teaming up with a charity which has supported the game, in particular supporters and players past and present, so well.”

Prostate Cancer UK Director of Fundraising Mark Bishop said: “Men United is about men joining together to fight a common opponent – prostate cancer. By teaming up with our friends from Luton Town for what we believe to be an unprecedented opportunity to reach men, we are continuing to spread the message about a disease that kills one man every hour in the UK.

“Renaming one of the country’s most iconic grounds, Kenilworth Road, offers us a wonderful and innovative opportunity to continue our ground-breaking work within the beautiful game standing side by side with a club that have never been afraid to push the boundaries throughout their history.

“The power of sport – and in this case football – has helped us reach out to men and their friends and families, and by wearing our Man of Men on their numbers this season, Luton’s players have already started to play their part.

“We thank the club’s players, staff and supporters on behalf of the 300,000 men living with prostate cancer in the UK.”