How Community Focus Won a Local Business a Pro Football Sponsorship

It’s not every day that a local plumbing business gets to see its name up in lights at a professional football ground, but that’s exactly what’s happening in Bradford. On February 6, 2026, Bradford City AFC announced some brilliant news for the city: a new partnership with a homegrown business, Prime Time Plumbing. This isn't just any old deal; it’s a story about community, competition, and a shared love for football, all set to unfold throughout the 2025/26 season.

So, how did a plumber and a football club team up?

This whole thing kicked off thanks to a nationwide competition run by a company called Sage. Imagine a contest designed to find local businesses that are the true heart of their communities. That’s the idea behind the ‘Behind the Badge’ competition. It’s about looking past the players on the pitch and celebrating the people and businesses that support their local club from the sidelines, week in, week out. Prime Time Plumbing, a Bradford business through and through, entered and won the top prize for the Sky Bet League One category. And the prize? A fantastic sponsorship deal with their very own local team, the Bantams.

This partnership means that fans will be seeing a lot more of the Prime Time Plumbing name. The business will have its branding splashed across various places, both online and in the real world at the University of Bradford Stadium. Think about seeing their logo on the big screen during a match or in the programme you flick through at half-time. It’s a massive moment for a local business and a great example of how a national competition can make a real difference to a specific community.

Pipes for progress: a business that gives back

This story gets even better when you look at the person behind the business. The owner of Prime Time Plumbing, Usman Aswat, isn’t just focused on pipes and boilers. For years, he’s been pouring energy and money back into the city through a brilliant campaign called ‘Pipes for Progress’. It’s all about supporting grassroots football—the very foundation of the sport.

Think about all the kids’ teams across Bradford. They need kits, money for travel to away games, and help with training fees. That’s where ‘Pipes for Progress’ steps in. Usman’s campaign helps cover these costs for local clubs, with the amazing goal of helping to discover the next big footballing star from Bradford. It’s a genuine commitment to the community, helping to nurture young talent and give kids a positive focus. The partnership with a professional football club like Bradford City feels like a natural next step for a business that cares so deeply about the future of the sport in the city. The fans of the Bantams can be proud to have a sponsor who truly invests in the local area.

Bradford City commercial manager, Michael Shackleton, said: “It has been brilliant to welcome Usman and his business, Prime Time Plumbing, to the club this season. The work he does in the community is admirable, and we are delighted to work with important people in our City.” He added, “We would also like to thank Sage and Prime Time Plumbing for choosing us to win the Sky Bet League One ‘Behind the Badge’ competition, and we are excited for what can be achieved going forward.”

A partnership built on Bradford pride

For Usman Aswat, this sponsorship is about more than just business. His plumbing service has been a part of the Bradford landscape for 12 years. As the business has grown, so has the desire to support the football club that means so much to him and his customers. This isn't just a financial arrangement; it's a partnership rooted in a shared love for the city and its football team.

Usman Aswat, owner of Prime Time Plumbing, added: “We have always believed football is the glue that holds our community together.” He went on to say, “We started our plumbing service 12 years ago, and as our business grew, so did our desire to give back to the club and its fans who have supported us from day one.”