City are hunting a new sponsor for the Midland Road stand - for half price.

The club are offering companies a £30,000 deal for the side of Valley Parade which borders one of the busiest routes in and out of Bradford.

Head of operations David Baldwin said: "You get 88,000 cars going past on Canal Road on a daily basis. That's a hell of a window.

"It's like when people go past Elland Road. There is more of the advertising on the exterior than inside.

"And you've also got a 12,000-plus audience at least 23 times a season for a very affordable figure.

"We're looking to negotiate around the £30,000 mark and ordinarily, in a more buoyant commercial market, it would be nearly double that.

"We will also take weekly terms with it, which would equate in an advertising budget to just over £500."

It has most recently been known as the Yorkshire First stand as part of the club's link-up with Leeds Carnegie.

Baldwin said: "The deal has come to a close because their emphasis is more on the community side now.

"Leeds Carnegie has had a big change. It's not as if their funding hasn't been there to the club, it's just redirected to more socially responsible areas.

"But the other companies on the stands - Carlsberg, Sunwin Co-operative and TL Dallas - are all still here and continuing to renew, so a new company would be in with quite an elite brand of names."

Baldwin made it clear that interested companies can set their own length of contract.

"I'm quite happy to do 12 months to test the water up to as long as they want to do and make it an affordable payment plan," he said.

"There are also other things we can do to promote corporate benefits to the company as well, such as use of the stadium and access to executive areas.

"It's not a case of stick your name on and that's the end of it. It's about promoting the best for both sides."

Baldwin can be contacted by e-mail at davidbaldwin@the-bantams.co.uk.