Bradford Bulls

What Bradford Bulls does

Bradford Bulls is a privately held professional rugby league football club competing in the Betfred Super League, the top tier of English rugby league. The club operates from Bartercard Odsal Stadium in Bradford, West Yorkshire, under the legal entity BRADFORD BULLS 2017 LIMITED, which was incorporated in 2017 to re-establish the historic club after the original entity entered administration in 2012. The club runs an integrated five-tier rugby program comprising the Men's First Team, Women's team (National Championship), Reserves, Elite Academy, and Scholarship pathway, providing a complete talent development funnel from U16 entry through to the senior men's side.

The club's commercial operations span six principal revenue streams: matchday ticket and season ticket sales, corporate sponsorship (kit, matchday, player, digital, and stadium naming rights), merchandise sales through a Shopify-powered online store and physical team shop, broadcasting rights from Sky Sports coverage of Super League fixtures, premium hospitality experiences (Legends Suite), and event-driven travel packages including Las Vegas 2027 offerings sold via four partner travel agencies. The product stack is supported by an owned digital distribution layer including the official ticketing platform, e-commerce store, Bulls TV YouTube channel, and direct B2B sales channel for corporate sponsorships. Community engagement is delivered through the affiliated Bradford Bulls Foundation charitable entity and Supporters Trust.

Bradford Bulls returned to the Super League in 2026 after an 11-year absence, marking a significant commercial and competitive inflection. This relaunch has been supported by a 2025 rebrand, a brand film commission, record-breaking Magic Weekend 2026 attendance of 82,925, and a confirmed international fixture at Allegiant Stadium in Las Vegas against Leigh Leopards in February 2027. Leadership comprises CEO Jason Hirst and Head Coach Kurt Haggerty, with a management team spanning youth development, women's rugby, scholarship, and heritage functions.

Name

Bradford Bulls

Legal name

BRADFORD BULLS 2017 LIMITED

Website

https://bradfordbulls.co.uk

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

51–100 employees

Short description

Bradford Bulls is a privately held English rugby league club competing in the Betfred Super League, operating men's, women's, academy, and scholarship teams from Bartercard Odsal Stadium in Bradford, with revenue from tickets, sponsorship, merchandise, broadcasting, hospitality, and event travel packages.

Ownership category

akta.pro rank

Product category

Professional Rugby League Club

NAICS

Sports Teams and Clubs (711211)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Athlete & Team Sponsorship Deals (Official Partners, Jersey/Kit Sponsors) (MPAKALAA)

akta.pro secondary industries

Team Sports & On-Field Performance Apparel (CRAAAEAE), Team & League Branded Merchandise Retail (Non-Apparel) (CRAMAOAF)

Keywords

• Professional rugby league
• Sports entertainment
• Matchday ticketing
• Team merchandise
• Corporate sponsorship

Headquarters

HQ city

Bradford

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Ticket Sales: Revenue from matchday tickets including standing and seating options at various price points, plus season tickets.
2. Corporate Sponsorship: Kit sponsorship, matchday sponsorship packages (Big Match, Player of Match, Associate Match, Match Ball), digital and media sponsorship, player sponsorship, and stadium naming rights.
3. Merchandise Sales: Sale of replica shirts, training wear, accessories, and merchandise through the official online store and physical team shop.
4. Travel Packages: Vegas 2027 travel packages sold through partner agencies starting from £995, including flights, accommodation, and exclusive events.
5. Broadcasting Rights: Super League broadcasting rights revenue from Sky Sports coverage of matches.
6. Hospitality: Premium hospitality experiences including Legends Hospitality Suite with two-course meal, match tickets, parking, and exclusive entertainment.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Bradford Bulls is a professional rugby league football club that fields competitive teams across the Betfred Super League (men's first team), Women's National Championship, Reserves, Elite Academy, and Scholarship levels. The club sells matchday and season tickets, replica merchandise, corporate sponsorship packages, hospitality experiences, and travel packages tied to major fixtures such as the Las Vegas 2027 showcase at Allegiant Stadium. Revenue is generated from consumer-facing matchday products and B2B sponsorship and hospitality contracts delivered through Bartercard Odsal Stadium in Bradford, England.

Product overview

Bradford Bulls is a professional rugby league football club competing in the Betfred Super League. The club operates a multi-team structure comprising the Men's First Team (Super League), Women's team (National Championship), Reserves, Elite Academy, and Scholarship programs. The club's core offering centers on matchday experiences at Bartercard Odsal Stadium, supported by ticketing and season ticket products. Commercial offerings include sponsorship packages (kit, matchday, player, digital, stadium), hospitality experiences (Legends Suite), and travel packages for major events like Las Vegas 2027. The club also operates a community foundation and Bulls TV media channel. Merchandise is sold through a Shopify-powered online store.

Differentiator

Problem solved

Functional benefit

Products and services

• Season Tickets Annual membership providing access to all home league matches at Bartercard Odsal Stadium, with benefits including priority access to cup games, happy hour drink pricing, and exclusive discounts. Targeted at regular supporters.
• Match Tickets Individual match admission tickets for standing and seating at home fixtures, with tiered pricing for adults, concessions (65+), students (under 25), and juniors (0-17). Sold direct to fans.
• Legends Hospitality Suite Premium hospitality experience including a two-course meal, match tickets, car parking, pre and post-match interviews, exclusive entertainment, and premium seating at Bartercard Odsal Stadium. Targeted at corporate guests and premium fans.
• Matchday Sponsorship Packages Tiered matchday sponsorship for businesses, including Big Match (from £1,600 + VAT) with dinner for 10, PA announcements, and signed framed shirt; Player of the Match (from £1,200 + VAT) with signed shirt presentation; Associate Match (from £700 + VAT) with dinner for 6 and signed match ball; and Match Ball sponsorship focused on match ball branding and presentation. Targeted at corporate partners.
• Kit Sponsorship Brand placement on First Team, Women's, Academy, or replica kits in positions including sleeve, back, and shorts. Targeted at corporate partners seeking premium visibility, with ASN Doors holding the current main kit sponsorship.
• Player Sponsorship Individual player backing across squads with benefits including training invites, signed merchandise, social media features, and website mentions. Targeted at corporate partners and individual supporters.
• Digital and Media Sponsorship Sponsorship placement across website, social channels, Bulls TV, and email communications for online brand visibility. Targeted at corporate partners seeking digital audience reach.
• Stadium Naming Rights and Perimeter Sponsorship Stadium naming rights and perimeter branding opportunities at Bartercard Odsal Stadium. Targeted at flagship corporate sponsors seeking high-visibility association.
• Vegas 2027 Travel Packages Official travel packages for the Las Vegas 2027 fixture starting from £995, including return flights, accommodation, exclusive official tour merchandise, and priority access to events. Delivered via partner agencies World Choice Sports, Just Book Sports, Sports Travel 365, and Idle Travel. Targeted at fans wanting to attend the international showcase.
• Official Replica Merchandise Replica home shirts, heritage shirts, mid layers, training wear, accessories, and Bradford Northern memorabilia sold through the official online store and stadium team shop. Targeted at supporters.
• Away Viewing Events Public viewing parties for away matches hosted at the stadium, providing access to the Narangs Executive Suite for fans unable to attend fixtures in person. Targeted at local supporters.

Quantifiable outcome

• Magic Weekend 2026 attendance reached 82,925, a new record
• +2 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

16 partnerships are on record, tiered core, minor and flagship.

• World Choice SportscoreChannel Partner/ Reseller/ Distributor · 27 February 2026Official travel partner for Las Vegas 2027, offering travel packages including flights, accommodation, and exclusive official tour merchandise for Bradford Bulls supporters attending the Allegiant Stadium fixture.
• Idle TravelcoreChannel Partner/ Reseller/ Distributor · 27 February 2026Official travel partner for Las Vegas 2027, providing travel packages to Bradford Bulls fans for the 'War of the Roses' fixture at Allegiant Stadium.
• Just Book SportsminorChannel Partner/ Reseller/ DistributorPart of the World Choice Sports family, offering sports travel packages for the Las Vegas 2027 event.
• Sports Travel 365minorChannel Partner/ Reseller/ DistributorSports travel specialist partner for Las Vegas 2027 packages.
• BartercardflagshipOthersStadium naming rights sponsor for Bartercard Odsal Stadium. Bartercard is the exclusive stadium sponsor and provides commercial transaction services.
• ASN DoorsflagshipOthersMain kit sponsor featuring on team kits across all squads. Premium sponsorship position on First Team and Academy kits.
• FilthycoreStrategic or Co-development PartnerCreative agency commissioned to create brand film celebrating Bradford Bulls' return to Super League after 11 years. Film uses real fans, players, and staff to highlight community and renewed confidence.
• Sandy & Richard MonrominorOthersSponsor of Head Coach Kurt Haggerty, providing personal sponsorship support.
• Bulls FoundationcoreStrategic or Co-development PartnerOfficial charitable foundation of Bradford Bulls, focusing on community engagement, youth development, and social impact programs in the Bradford region.
• British Asian Rugby Association (BARA)minorStrategic or Co-development PartnerCollaboration for BARA Heritage Exhibition showcasing British Asian contributions to rugby league. Partnership with Bradford Bulls Foundation Heritage Project.
• Metalcraft GroupminorOthersListed as a main partner of Bradford Bulls.
• Top Notch NW LtdminorOthersListed as a main partner and player sponsor.
• Floor Tonic ShipleyminorOthersListed as a main partner and player sponsor.
• MNA Export LimitedminorOthersListed as a main partner of Bradford Bulls.
• VarleysminorOthersListed as a main partner of Bradford Bulls.
• Global Sponsor (Renewed)flagshipOthersGlobal sponsor that renewed their sponsorship deal ahead of Bradford Bulls' return to Super League for the 2026 season.

Scale indicators9 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• Salford Red Devils: Salford Red Devils are a Super League rugby league club operating the same league structure, ticketing, and sponsorship commercial model as Bradford Bulls.
• Wigan Warriors: Wigan Warriors are a historic Betfred Super League rugby league club and one of Bradford Bulls' direct competitors, sharing the same league, commercial model (matchday, sponsorship, hospitality), and player pathway structure.
• Leeds Rhinos: Leeds Rhinos are a Yorkshire-based Super League rugby league club and direct competitor with overlapping catchment and sponsorship markets, operating a similar multi-tier squad and commercial offering.
• St Helens RFC: St Helens are a Betfred Super League rugby league club and direct competitor of Bradford Bulls, with shared Sky Sports broadcast exposure, similar sponsorship products, and comparable matchday economics.
• Hull FC: Hull FC is a Super League rugby league club that competes directly with Bradford Bulls in the same league and operates a comparable ticketing, hospitality, and sponsorship commercial model.
• Wakefield Trinity: Wakefield Trinity is a northern English rugby league club that Bradford Bulls recently signed Cameron Scott from; it competes in the same league with comparable matchday and merchandise operations.
• Huddersfield Giants: Huddersfield Giants are a Super League rugby league club scheduled to face Bradford Bulls in upcoming fixtures, operating a similar commercial and matchday model in the same league.
• Leigh Leopards: Leigh Leopards are Bradford Bulls' opponent in the War of the Roses fixture at Las Vegas 2027 and a direct Super League peer with a comparable player pathway and commercial offering.
• Warrington Wolves: Warrington Wolves are a Super League rugby league club and direct competitor of Bradford Bulls, sharing broadcast exposure, sponsorship market overlap, and similar youth development structures.

Regional players

• Catalans Dragons: Catalans Dragons compete in Betfred Super League with a similar rugby league club model but are based in Perpignan, France, serving a different primary geographic catchment while sharing the league's broadcast and central commercial deals.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/officialbullsrl
• YouTubeyoutube.com/channel/UCclIOzo9A2d7xVZkgJrbfPQ
• Facebookfacebook.com/officialbulls
• Instagraminstagram.com/officialbullsrl
• TikToktiktok.com/@bradfordbullsrlfc

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Bradford Bulls