This Town Had a Reputation Problem. Premier League Soccer Changed Things.

Luton, about to face 'the champions of the F.A. Cup, the champions of England and the champions of Europe

Fifteen years ago, Luton Town had been relegated to the fifth tier of English soccer

Playing in the Premier League for a single season is worth around $150 million

The status that came with it gave the town a global platform

There are, broadly speaking, three ways that Luton permeates the British consciousness.

Some 1,800 of its readers awarded Luton the dubious honor of being Britain’s pre-eminent 'crap' town.