University of Bradford Extends Partnership with Bradford City AFC

New agreement strengthens ties between local university and football club

The University of Bradford has announced a new three-year partnership agreement with Bradford City AFC, continuing a collaboration that began in 2022. This extension will see the university maintain a significant role in supporting the football club through various sponsorships and joint initiatives.

Background of the partnership

The partnership between the University of Bradford and Bradford City AFC started in 2022 when the university secured the naming rights to the club’s Valley Parade stadium. As a result, the stadium was officially renamed the University of Bradford Stadium. In 2023, the university’s logo was added to the back of the team’s home, away, and alternative kits.

Details of the new agreement

• The university will sponsor the sleeve of Bradford City AFC’s training wear.
• It will also become the official digital partner of the club starting from the 2026/27 season.
• Following the end of the 2025/26 season, the university will relinquish the stadium naming rights and the back-of-shirt sponsorship.

This new agreement extends the university’s sponsorship involvement with Bradford City AFC to a total of seven years.

Impact and collaboration

Since the partnership began, the university and football club have worked together on a range of activities and research projects aimed at benefiting the city and its communities, including students and staff. One such project, ‘Stories from Valley Parade’, involved academics creating a digital replica of the University of Bradford Stadium based on supporters’ memories. This digital model can be explored through virtual reality technology.

Statements from representatives

Professor Nick Braisby, Interim Vice-Chancellor of the University of Bradford, commented on the partnership:

“Over the past four years, we have been proud partners of Bradford City AFC. Together we have worked on impactful collaborations which have helped us engage with new audiences. As our partnership continues, we are excited to deliver even more ambitious projects together. We wish Bradford City AFC every success for the remainder of this season and beyond.”

Davide Longo, General Manager of Bradford City AFC, also expressed his views:

“We are delighted to continue working with such an outstanding organisation, full of talented individuals at the University of Bradford. Their support of our football club has been remarkable since coming on board in 2022 and we are all excited for the future, together. It has been a privilege to see the partnership continuously grow, and I would like to take this opportunity to thank everyone involved at the University of Bradford for their support over the years. The university has sponsored the stadium name and the back of our shirts, which has been a real privilege of ours, and we are delighted they will remain a significant part of our club going forward.”