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ADDITIONS TO SENIOR LEADERSHIP TEAM

8 April 2022

Bradford City AFC can today announce the promotion of Davide Longo to the role of chief commercial officer, while Luke Flacks arrives as the club’s new director of brand, marketing and media. 

The off-field changes see Flacks (pictured above, left) join Longo (right), chief executive officer Ryan Sparks and director of operations Paula Watson as City’s senior management team. 

An experienced sports administrator, Longo arrived at the Utilita Energy Stadium as commercial director last March, and has since overseen an increase of more than 25% in commercial revenue. 

The former Featherstone Rovers chief executive officer, who has also served spells at Leeds Rhinos and Wakefield Trinity, has welcomed main partners Morrisons, Regal Foods and MYDIS to Valley Parade, while also striking long-term deals with Molson Coors and Tiffin Stadium Catering to help enhance supporters’ matchday experience. 

Strong and long-standing relationships have been maintained with the likes of JCT600, Bradford College, Mitton Group and TL Dallas, with over 20 new partners added to City’s commercial portfolio since Longo’s arrival.  

Meanwhile, having worked with the club in consultancy roles over the past three years, Flacks has led on several of the Bantams’ marketing campaigns, including ‘City For All’ and ‘Take Me Home’. 

At 32, he arrives with a wealth of experience in sports and entertainment industries, having filled roles at Everton and Huddersfield Town. 

Most recently, he operated as BBC Children in Need’s creative lead, before time as head of creative and content at Sodexo. 

Longo said: “I am delighted to have been offered a new role at the club, and would like to thank Ryan Sparks for the opportunity, and each of my colleagues for their help and support. 

“Since arriving last March, I have thoroughly enjoyed being a part of this brilliant organisation, as well as operating in a sport as exciting and unpredictable as football.

“Everyone I have come across at Bradford City over the past 12 months has been a pleasure to work with, and the same can be said for each of the external organisations we are affiliated with. 

“I would like to take this opportunity to thank all of our recently-welcomed and long-term, existing partners for being constantly accommodating and supportive. I believe this is an exciting period for the club, and I am looking forward to continuing on our journey.”

Flacks said: “I am extremely proud to have been offered this opportunity. 

“Growing up in Bradford, I know how much this club means to its supporters and the local community. My career has taken me far and wide, but I will always consider Bradford to be my home. 

“Having worked with the club as a consultant over the past three years, I have seen first hand the transition it has been going through. 

“I firmly believe Bradford City is heading in the right direction, and am excited to be playing a part in its journey.”

Sparks added: “Since taking over in November 2020, enhancing the club’s staffing structure and improving our off-field operation has been a key area of focus, and this represents the latest step in that process.

“Davide and Luke have already brought a huge amount to our football club, and their output and impact speaks for itself in terms of commercial growth and the continued refinement of our look, feel and marketing capabilities.  

“Both gentlemen are extremely talented and committed members of staff, and will be striving to improve and further develop the club in their respective roles. 

“I would like to wish them the very best, as their journeys with us continue.”


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