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Club strengthens ties with University of Bradford

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A university lecture in progress

Bradford City AFC recently strengthened ties with main club partner University of Bradford, as part of the two organisations’ long-term strategy of unlocking community opportunities across the district.

Earlier this month, City’s director of brand, marketing and media, Luke Flacks, delivered a guest speech and presentation at the university, to international business, marketing and strategy students.

The session offered help on upcoming projects, by providing an insight into real-world industry experience in the sports marketing sector.

Post-assignment, the top-graded students will be invited to The Jack Tordoff Boardroom at the University of Bradford Stadium next year, to present their findings to club staff and the university’s Vice-Chancellor Professor Shirley Congdon.

This forms part of the club’s wider dedication to engaging in the local community alongside the university, signifying a commitment to improving social and economic mobility across Bradford.

Luke said: “When we announced our partnership with the University of Bradford in July, we highlighted our dual focus of making a difference and providing opportunities in the local community.

“Working in collaboration on this assignment gives us the opportunity to pass on professional experiences and real-world industry insight to reinforce the teachings students will gain from their course.

“It was a privilege to share my experiences and pass on learnings to those who are just starting out on their journey. When I was in education, I felt huge benefit from these types of interactions, so hopefully it will benefit the students - not only in the short term with their assignments, but also in the longer term when they make the step into the industry themselves.

“My thanks go to Rachel Sammut (course leader) and Hannah Ward (engagement events manager) and the senior management at the University of Bradford for inviting me to give this guest lecture. I look forward to catching up with the students early in the New Year to hear how their assignments are progressing.”

Vice-Chancellor Professor Shirley Congdon said: “I’m delighted Luke was able to deliver a talk at the university. Our partnership with Bradford AFC, through sponsorship of the University of Bradford Stadium, is a key part of our business and community engagement strategy, supporting our educational, employment, and research outreach activities.”

The University of Bradford began sponsoring Bradford City AFC in July. The deal means the Bantams’ Valley Parade home is now known exclusively as the University of Bradford Stadium until at least the end of the 2025/26 campaign, with a four-year investment signifying a commitment to improving social and economic mobility across the Bradford district. 

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