Bradford City is delighted to announce a new strategic partnership with Alderdale Seating Limited.
The agreement will see the start of a long-term development plan to replace and renovate seating within the Utilita Energy Stadium.
The West Midlands-based firm is one of the UK's leading manufacturers and installers of spectator seating, providing their products and services to clubs at all levels of football and other sports stadia.
Alderdale’s branding will feature on the sleeves of City’s Emirates 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.
“I am excited to get started on the project and look forward to be working with the Bantams for the foreseeable future.”
City’s director of communications and commercial, Sparks, added: “We are delighted to be working closely with Alderdale Seating as part of what will hopefully prove an exciting and innovative partnership.
“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.
“I would like to take this opportunity to thank Simon and his team for the support they are showing in helping us hopefully bring a little more claret and amber to the Utilita Energy Stadium.”