CITY plan to put in new seats at Valley Parade after announcing their latest commercial link-up.
The Bantams have clinched a strategic partnership with West Midlands-based firm Alderdale Seating Limited, who specialise in seating for all sporting venues.
The agreement will see the start of a long-term project to replace and renovate the seats within the stadium.
Alderdale’s branding will also feature on the sleeves of City’s FA Cup shirts - up until this season’s third round.
Simon Wake, sales director at Alderdale Seating, said: “This partnership is fantastic for us, and is a great example of both parties thinking outside of the box.
“We are proud to be working with Bradford City, in a way that is different to how we usually operate.
“During these difficult times we have found a way for both parties to work together to a mutual benefit.”
City’s director of communications and commercial, Ryan Sparks, added: “I think it goes without saying that a large proportion of the seating inside the Utilita Energy Stadium is looking tired and in need of replacing.
“We are committed to improving supporters’ experience and ensuring Valley Parade is a place we can all collectively be proud of as our home.
“While supporters are unable to attend fixtures and the season continues behind closed doors, a lot of work is going on to improve the aesthetic of the stadium, and we feel this is the perfect time to commence renovations.”
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