What can we do to change the image of Bradford? It’s a question that is raised frequently and something that features in almost any survey we carry out.

In the last few weeks there has been a wonderful change and people are willing to say that they are from Bradford. The change has not resulted from a policy, an image campaign or a new brand, but mainly as a result of sport.

The Bulls went through a terrible time, fans gave financial and moral support and the club’s survival looked precarious, then everything changed when a new owner took over. Not only will we continue to see rugby league played at Odsal, but it is being revived as a music and hospitality venue.

Then there is Bradford City and their fabulous cup run. What they have achieved is great not only from a sporting point of view, but also for the pride of Bradford.

At about the same time, Gary Verity delivered an international coup with the bid to have the Tour de France hold its first leg in Yorkshire. It’s not just cyclists who are celebrating that 2014 will see an influx of visitors across the region, and importantly spending two days in our part of Yorkshire. It’s a great opportunity for business and for local people.

It feels so much better to be in Bradford when there is confidence, celebrations and collaboration. This new confidence is definitely good for business.