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26 October 2023

Bradford City AFC is pleased to announce a new partnership with Bradford-based Seabrook Crisps, owned by Calbee Group UK Limited.

A three-year deal will see Seabrook Crisps, produced in the city for almost 80 years, enter as an associate partner for the 2023/24 season.

Seabrook will receive matchday branding inside the University of Bradford Stadium, with scope for Calbee products to be stocked in Valley Parade kiosks, as the two parties work together on joint marketing initiatives.

Claire Hooper, marketing director of Calbee Group (pictured above, third right), said: “Both Seabrook Crisps and Bradford City AFC have a long heritage in the city, not to mention shared values when it comes to affordability. We look forward to working closely with the club over the coming years.”

City’s chief commercial officer, Davide Longo (above, right), said: “We are delighted to be welcoming Calbee Group to our commercial portfolio.

“This deal, with another of Bradford’s big hitters, has been a long time in the making, and we are pleased to finally be able to work together to hopefully unlock the potential this partnership carries across the district.

“I would like to thank the Calbee team for their help in making it happen, and am looking forward to working more closely with Calbee over the coming years.”

Founded in the 1940s in Japan, Calbee Group is a global manufacturer of crisps and snacks and acquired the iconic Seabrook brand in October 2018. To find out more about Calbee Group and their products, please CLICK HERE.

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