An hour before kick-off in their league showdown with play-off rivals Middlesbrough, Luton Town’s club shop is teeming. The little building perched outside Kenilworth Road is like a temporary prefab classroom and inside it’s cosy: once you’ve bought a shirt or a mug or a woolly hat then you best be on your way to make room for someone else.
It is a different world to the extravagance of the Premier League. Tottenham, for example, boast the largest club shop in Europe: half an acre of sheer Spursy-ness, selling everything from Spurs-encrusted party bowls to the Spurs Monopoly board game, complete with a 100-seat auditorium to consume even more Spurs from the comfort of a soft chair. These two clubs seem to exist on different planets, and yet they could well be rivals in the same league next season.