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Bradford City have confirmed their stadium will undergo a naming change from the 2026-27 season after agreeing a new commercial partnership extension.
The League Two club announced a fresh three-year deal with the University of Bradford, who will continue their long-standing relationship with the Bantams as official digital partners.
As part of the agreement, the current naming rights arrangement will come to an end, meaning Valley Parade will no longer carry the University’s name after four seasons.
The deal ensures the partnership between club and university will run until at least 2029, marking seven years of collaboration between the two institutions.
Partnership evolves as stadium naming rights change
The stadium has been known as the University of Bradford Stadium since 2022, but that branding will now be removed as part of a shift in the partnership’s focus.
While naming rights will cease, the University will retain a strong presence at the club through digital initiatives and branding on training kit sleeves.
General manager Davide Longo welcomed the extension, saying: “We are delighted to continue working with such an outstanding organisation, full of talented individuals at the University of Bradford.
“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”, underlining its importance to the club’s recent commercial growth.
Long-term collaboration remains key for both sides
Despite the stadium name change, both parties emphasised their commitment to building on the relationship in the coming years.
Interim vice-chancellor Nick Braisby said: “Over the past four years, we have been proud partners of Bradford City. 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 every success for the remainder of this season and beyond.”
The announcement follows another recent commercial development for the club, with a separate three-year agreement signed earlier this year with US firm Mbanq, further strengthening Bradford’s off-field operations.
FGG Says
This is a subtle but significant shift for Bradford City. Losing a stadium naming rights partner might seem like a step back on the surface, but the reality is more nuanced. The University of Bradford is not leaving, it is evolving its role.
By focusing on digital innovation and long-term collaboration, the club may actually benefit more from this deeper partnership than from simple naming rights branding.