MOVE over Brand Beckham, it is Brand Parkinson that is helping to drive City's fortunes on and off the pitch.

The walls of the newly-spruced Valley Parade reception are adorned with images capturing some of the club's most spine-tingling recent memories.

One of them shows Phil Parkinson, his thumb aloft in victory salute towards the fans. Underneath is the slogan: It's turning a vision into reality.

Another team group celebration carries the words: It's not just football.

And that is how the commercial arm of the club view the long-standing association with Parkinson.

Chief operating officer James Mason admits they quite unashamedly promote City's relationship with their manager to attract sponsorship. That strong bond, he says, is part of the brochure to get more businesses on board.

Mason said: "Phil is part of the Bradford City brand now, if you like. The two are symbiotic of each other.

"When you look back to how we were struggling when he came in and see what the club have done on and off the field since then, businesses buy into his success and longevity.

"See what's happening at other football clubs up and down the country, any instability in terms of ownership or the manager makes any commercial decisions from businesses a bit more precarious.

"You would never say to a club 'we'll sponsor you if the manager will stay' – but these are often long-term deals and any business likes the confidence that comes with sticking behind people.

"We have stuck by our manager for the last four years and now he is committed to us for another three.

"People want to know Phil is part of the club. They are more inclined to align themselves to what he has achieved here.

"Existing sponsors think the world of Phil. New ones see how well the manager has done over the last few years and want to know what he's like.

"We have worked closely commercially with Phil and we like to see him part of any commercial deal. It's a real selling tool for us."

With 227 games at the helm, Parkinson recently became City's third longest-serving manager. All being well, he will move up to second behind FA Cup winner Peter O'Rourke before the end of next season.

Only five current domestic bosses have been in their job longer and Mason insists that stability has to be good news commercially.

He said: "Clubs we don't need to name are struggling at boardroom level and have a high turnover of managers. Compare that to what we have here.

"Of course you want positive coverage regardless. Look at some of the high-profile stories that have been in the news the last few years.

"It has shown that sponsors are very willing to turn their backs on the club if they don't feel they represent the same values.

"It does help to have a solid foundation for us as a commercial team. Look at the coverage that JCT600 and Autoelectro had with our FA Cup charge. You can't buy that.

"Phil and the players created that. That goes into the corporate brochures.

"You see the iconic images that we now have around the reception area. You don't want to keep pulling them down because you've got rid of the manager."

According to Mason, City are trying to reverse the perception that football clubs don't follow the same rules as other businesses. The culture of short-termism is frowned upon.

He said: "The manager is the manager regardless of three or four defeats; it doesn't matter. We are always looking at a long-term picture.

"Regardless of the next result, we work with an eye on the future. A couple of wins or defeats don't change the long-term planning within the club.

"We have to keep on track if our mission statement is to progress and move up the league. Knee-jerk reactions from fans or management won't help.

"You don't see it in any other successful business throughout the world. Certain strategic decisions have to be made – but over a period of months, not just after a week or two."