Our partnership with Bradford City AFC
About the partner
In 2022 the University and Bradford City AFC (BCAFC) started to work together to deliver activities and projects that will positively impact the city and its communities, including our students and staff.
As part of the partnership the University became the clubs back of shirt sponsor and the club’s home ground, Valley Parade, was named the University of Bradford Stadium.
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.
Vice-Chancellor Shirley Congdon
How we work together:
The University has been working in collaboration with Bradford City AFC through the University’s Plastic Surgery and Burns Research Unit (PSBRU), since it was established following the disastrous fire at the stadium in 1985.
Today, the link between the PSBRU and the football club is still strong, with fans fundraising efforts supporting the advances in medical knowledge and clinical technique developed by the Burns Unit which have changed the way burns patients are treated around the world.
More recently the partnership has extended to cover a wide range of projects that enhance our student experience, contribute to the University’s research and connect with our communities.
Enhancing the student experience
Through the partnership, we want to give our students opportunities that help to boost their CV’s and inform their future career choices. So far, the partnership has given students at the University the following opportunities:
- A group of Film and TV Production students visited Bradford City AFC’s training ground to film and produce a feature called ‘Lights, Camera, Bantams!’ and to experience first-hand the realities of TV production within the sporting sector.
- Students from the Digital Campaign Planning and Content Management course were set an assignment by Bradford City to write a digital marketing strategy that would help the club attract a younger audience. The assignment gave students experience of working on a real-life project and the top-graded students were invited to present their findings to the club’s Director of Brand, Marketing and Media, and received his invaluable feedback and advice.
- A student from physiotherapy completed a placement with the club, gaining hands-on experience of working with professional athletes whilst being supported by industry professionals, and contributing to the hours needed to pass their course.
This forward-looking assignment provided students with a unique platform to not only demonstrate their understanding of digital marketing theory but also to engage with it in a dynamic and practical manner. By immersing themselves in a real-world challenge set by the Bradford City AFC marketing team, students were able to go beyond the theoretical framework taught in the classroom, delving into the intricacies of applying digital marketing principles in a tangible context.
Rachel Sammut, Assistant Professor of the Faculty of Management, Law & Social
Supporting young people in the City
The University is committed to helping everyone to reach their full potential and to raising the aspirations of young people across the city. To help us achieve this BCAFC have:
- Supported tutoring sessions that aim to raise the grades and aspirations of local secondary school students so they can continue their studies into higher education. The University provides personal tutoring accompanied by football training sessions delivered the by Bradford City Community Foundation.
- Bantams star player, and Bradford-born, Bobby Pointon encouraged young fans to apply for the The Howard Opportunities Programme which offers £400 per month towards living costs for working class white males from Bradford, making it easier for them to access and remain in higher education.
The partnership has proved to be highly beneficial, using the strengths of our organisations to create opportunities that enhance the student experience at the University and also support young people in our communities to reach their full potential. There is more to come, and we are excited to continue to work with the University to deliver activities that will engage students, fans and our wider communities.
Davide Longo, Commercial Director at Bradford City AFC
Co-creating research with communities
The University knows how proud the city and fans are of the club and so we have looked for ways to deliver research that connects with the club and our communities. This includes the Stories from Valley Parade project.
In 2025, it is the 40th Anniversary of the fire at the stadium and Bradford is also the UK City of Culture. To mark the 40th Anniversary of the Bradford City Fire, the University will deliver the Stories from Valley Parade project in partnership with BCAFC and Bradford 2025.
This project provides an opportunity to showcase two research projects, utilising the University’s Capco investment and to recognising the role that sport plays in the wellbeing and culture of a place.
- An immersive digital copy of the University of Bradford Stadium will bring fans’ stories to life as they are told through different artistic approaches, creating a celebration of the heritage and culture Bradford City AFC brings to the city. The stories will be embedded in the digital copy of the stadium and installed in the physical stadium via QR codes, allowing home and away visitors to engage with the project.
- Accompanying the digital stadium, PSBRU will launch a book recognising their contributions to research and healthcare for patients with burns injuries and sharing stories of the community cohesion that was created in response to the fire. The profits from the book will be used to support future research at the PSBRU.
To engage fans with the project and encourage them to share their stories, the School of Archaeology's robot dog attended a match at the stadium attracting the attention of the news outlets and of the fans.
