English League Two football club Bradford City has agreed an initial four-year deal making the University of Bradford its new stadium naming rights partner.
The contract means the club’s Valley Parade home will be referred to exclusively as the University of Bradford Stadium until at least the end of the 2025-26 season, with the investment signifying a commitment to improving social and economic mobility across the Bradford district.
The University of Bradford Stadium will make its ‘first appearance’ when City takes on Doncaster Rovers in its opening game of the 2022-23 campaign tomorrow (Saturday).
Bradford City’s chief commercial officer, Davide Longo, said: “This agreement is one we feel has been a long time in the making, with another of the proud city’s key pillars, and a relationship which we hope will help unlock many doors for people across the district, while strengthening ties and creating further opportunities for both parties in the city.
“With a firm vision to improving social and economic inclusion in Bradford, and changing lives through equal opportunities, the deal represents another huge step in the right direction for us as a club. It will hopefully add to the fantastic work being done by so many people across the city which, after being named 2025 City of Culture, is in a very exciting place.
“There are many layers to this partnership which align with our core values, including the potential to work alongside the University to harness some of its finest young talent, and nurture individuals who will go on to do great things in the city, through a wide variety of different opportunities.
“From its inception, it will form part of a wider strategic approach towards sustainability, with the University assisting us on our journey towards achieving carbon neutrality.”
Professor Shirley Congdon, vice-chancellor of the University of Bradford, added: “Bradford City’s values and vision closely align with those of the University of Bradford. Our focus is on making a difference and changing lives through equality of opportunity. We are committed to social inclusion and making a positive impact on society.
“This partnership with Bradford City is a way to build pride in Bradford and benefit the local community, and the club will also be able to harness our strengths in research and innovation. We are excited to see what opportunities for social and economic inclusion in the local community this partnership brings.”
The University of Bradford replaces Utilita Energy as City’s stadium naming rights partner. The energy provider agreed a three-year deal in July 2019 which expired following the 2021-22 season.
Valley Parade, which has a capacity of around 25,000, was known as the Northern Commercials Stadium under its prior naming rights deal.
Image: Bradford City