Bradford 2025 will embrace the infectious energy here and show that it is a district of doers - Bex Williams

The support and investment in Bradford 2025 so far stems from the phenomenal response to the original bid. It wasn’t just the cultural organisations in Bradford that came together to support the bid, it was the wider district’s people, communities and businesses. The business engagement surpassed expectations, both for the bid team and wider stakeholders.

Our bid wasn’t just about backing one industry or community in Bradford, it was about backing the district as a whole – recognising how the combination of rural and urban spaces make Bradford bold, different and ripe for regeneration. It is our time, our place. Businesses are ready to invest in Bradford’s cultural scene like never before and the benefits of increased funding will be clear to see in 2025.

Business investment in the arts and cultural sector isn’t new, though it has often been piecemeal, with few organisations having a long-term plan as to how they will sustain support for the cultural industries despite the benefits for staff, their local communities, and political engagement. In a cost-of-living crisis, the benefits increase further, with access to arts and culture having recognisable benefits for health and wellbeing.

Investment in Bradford 2025 goes beyond Corporate Social Responsibility. Corporate sponsorship of cultural projects feeds into business values of creativity, collaboration and connectivity.

Our work is often at the heart of what has formed the foundations of business leader partnerships – favourite bands, art, films, festivals and books. Business ideas are inspired and amplified by popular culture.

The business argument for arts investment has always existed, but unlike digital marketing which provides metrics at your fingertips, it’s more akin to the long-term investment in customer service. When you do it well and consistently, your customers hold you in high regard. They become your advocates and it feels like you truly exist within a wider community that recognises and believes in your brand values.

When you don’t invest in it, your business will likely have limited community connections and the opportunity to engage beyond a transactional nature is much harder.

Investment in customer service, like culture, goes beyond quick wins and is about transformational change.

With Bradford 2025, businesses in Yorkshire can be part of a long-term vision for the district. The increased office space and likes of Pret A Manger opening shows a readiness for greater commuting to, rather than from, Bradford, as well as the increased leisure trade that is being prepared for.

The cultural industries in Bradford are what give the district its edge and they’ve always been here, with the city being more of a touring destination than its neighbours in previous decades.

With a young population hungry to make its mark, it is time for Bradford to shine greater than ever before, with the support of both businesses and arts funding investment.

As we move closer towards 2025, I will be working closely with commercial partners to confirm their investment and the benefits that will best suit their organisations.

We recognise that each organisation has its own reasons for supporting the cultural industries.

In some instances, we have business owners who are supporting us because they’ve had life defining moments in arts venues and they’re excited by the catalytic changes Bradford 2025 can bring to the district, increasing skills and opportunities in a place that’s traditionally had low cultural investment per capita.

For others, supporting Bradford 2025 is about more than traditional arts and culture, it’s about redefining Bradford for residents and those further afield.

It’s about demonstrating the potential for Bradford as a new business destination, a location that is well connected to other cities while being bold enough to be unique, a little bit edgy and unafraid to reframe the rule book.

Bradford is a district of doers and while many of our creatives have been doing great things outside of the district for decades, they’re coming home for Bradford 2025.

We’re embracing that infectious energy as a delivery team and there is still an opportunity for you to come and join us.

We’re looking forward to working with all our partners to deliver the most exceptional and ambitious city of culture to date that will create a blueprint for those to come.

Bex Williams is the head of development at Bradford 2025.