Sports Strategies for City Rebranding: Bradford Case Study

Introduction: Urban Reimaging Through Sport

A common challenge facing many cities throughout the UK is a shift in the local economy. Many industrial centers have experienced a decline in their manufacturing base as employers seek overseas locations where production costs are lower. This trend has caused various regions to develop serious image problems rooted in economic decline (Gratton 2001).

To address these challenges, a number of cities have focused on using sports strategies to rebrand themselves. This involves creating large arenas that can serve as venues for a variety of events. Many regions have also concentrated on improving the brand image of their local sports teams in order to generate a positive community impact. Together, these efforts demonstrate how cities have been actively working to change public perceptions (Gratton 2001).

Good examples of urban areas that have achieved these goals include Manchester, Birmingham, and Sheffield. As a result, more cities are turning to similar tactics to rebrand themselves. As Gratton (2001, p. 128) observed, "The strategy of using sporting events and prestige sports facilities as a means of image reorientation has been primarily implemented by large industrial cities. These cities are a product of industrial development. Their character and image are barriers for helping to expand the tourist industries." This is problematic because such issues can have an adverse long-term impact on the local economy.

In the case of Bradford, the city was voted the least desirable tourist destination in the UK — despite being named the greenest urban center in the country. Bradford therefore faces a major image problem that must be addressed; left unchecked, these perceptions will continue to damage the local economy for years to come (Bradford: Britain's Worst Tourism City 2010).

To help Bradford address these issues, this paper focuses on using sports tourism strategies to change public perceptions. This will be accomplished by examining urban regeneration issues, identifying the stakeholders that contribute to urban development programs, using theoretical strategies to create a new image, considering how the city should be marketed, and recognizing possible limitations. Together, these elements provide a foundational framework showing how Bradford can rebrand itself and achieve long-term economic benefits (Bradford: Britain's Worst Tourism City 2010).

Bradford's Image Problem

Bradford was chosen as the focus of this study because it faces several distinct challenges affecting its image, including a large and diverse demographic of races and nationalities, and a widespread perception of the city as quiet and unexciting. The demographic issue is among the most significant. Since the 1860s there has been a large influx of immigration into the area, resulting in a diverse population. The following table illustrates the ethnic composition of Bradford (General Area Profile 2001):

The Population Demographic of Bradford

White: 78.3%  |  Mixed Races: 5.9%  |  Asian: 14.1%  |  African Descent: 1.7%

These figures demonstrate how Bradford's racial diversity can contribute to image problems. Recent evidence of this can be seen in the television programme Make Bradford British, in which individuals from different ethnic groups are brought together to explore what characteristics they share as British citizens. The images presented in the programme have had an adverse effect on public perceptions of the city (Make Bradford British 2012).

Beyond its demographic profile, Bradford is widely considered boring and unexciting. The city lacks major social events, and it is perceived as little more than a quiet, medium-sized community. This creates the impression among potential tourists that Bradford has nothing of interest to offer visitors beyond a selection of historical monuments (Bradford: Britain's Worst Tourism City 2010).

These combined factors explain why Bradford was selected as the focus of this analysis. Without changes to the strategies employed by local officials, there is a realistic risk that the local economy will continue to be adversely affected. At that point, repairing the city's image would require spending millions of pounds to counter negative stereotypes that have already taken hold.

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