The My Shop Is Your Shop campaign is planning to launch a pilot scheme to improve links between independents and local football clubs.

As part of the scheme, 12 independents have formed the Luton Town Community Partners group to develop closer ties with Luton Town Football Club.

The group plans to work with the club on a range of initiatives to raise the profile of their stores and to give Luton Town Football Club a neighbourhood focus.

Alan Toft, chairman of MSYS, said: "Football is a big community sport and the scheme will lift the profile of independents in their neighbourhoods and give Luton Town additional profile too."

He added that a range of activities would be planned in the next few weeks and would include five-a-side fun days and the distribution of flyers and brochures in local stores.

Nevil Bowers, a Londis retailer and member of the new group, said: "This is an excellent idea. Football has massive appeal and I know my customers and their children will respond."