THE Broadway, Bradford has been announced as the latest Founding Partner supporting the City of Culture bid as the race for the 2025 title ramps up.

The shopping centre has a strong track record of championing cultural activities in the city with a regular programme of events, exhibitions and art installations including a spectacular rainbow light installation last year to thank NHS and key workers for their efforts during the coronavirus pandemic.

The Broadway has been a keen supporter of Bradford’s 2025 ambitions since the city announced its intention to bid last year.

Ian Ward, General Manager at The Broadway, Bradford and Chair of Bradford Bid, said: “The Broadway is delighted to be a Founding Partner in the Bradford 2025 Bid. A successful bid would showcase Bradford as the culturally diverse, exciting and youthful city it is, plus our flourishing arts scene and inspiring heritage sites would receive the recognition they deserve to in turn, drive visitors to the region.

“Winning the bid would be a huge boost to Bradford and the surrounding region; from significantly increasing the job market, to boosting the city’s hospitality and retail sector and supporting the wider economy’s recovery following the pandemic.”

The Broadway plays a major role as a community hub and in 2020 scooped two coveted Purple Apple merit awards, recognising effective retail destination marketing within the UK retail property sector, for campaigns that brought the local community together. These included its Eid Celebration Weekend and the We are Bradford initiative in collaboration with the BBC.

Pakeezah Zahoor, Programme and Community Co-ordinator at Bradford 2025 said: “We are thrilled to welcome The Broadway, Bradford as a Founding Partner for the Bradford 2025 Bid. The centre not only brings together people from Bradford and beyond, but through its cultural and charitable activities it celebrates what makes the district so distinctive and this chimes perfectly with our bid campaign.

The Broadway joins us at an exciting time as we get ready to formally submit our intention to enter the City of Culture 2025 competition next month.”

Cllr Si Cunningham, the Bid Development Manager for Bradford 2025, said: "The team at The Broadway share our vision for a rejuvenated city centre with a world-class cultural offer at its heart. A successful City of Culture bid promises to create the perfect conditions for retail, leisure and hospitality destinations such as The Broadway to thrive, and we are enormously grateful for their support."

Bradford will join other bidding cities from around the UK in submitting their official intention to bid on July 19. Six longlisted cities will be announced in September then a final shortlist of three cities will be revealed in March 2022 before the winning city is crowned in May 2022.

Businesses and organisations of any size and any location can get involved and help to support Bradford 2025 in a variety of ways including sponsorship and partnership packages. To find out more email mick.chandsoor@bradford2025.co.uk.