The bumper Bradford City 2023/24 season review: baggage of the past fuels a tipping point moment in the club's future, as they seek to recover from a

01/05/2024 09:00

By Jason McKeown

Right at the end of Bradford City's difficult 2023/24 season, the club found an unlikely defender of its performances in Salford City manager Karl Robinson. Ahead of a meeting between the two clubs, Robinson declared, "[they are] a team who have come in for criticism which I believe is unfair. I think it is hard to play for Bradford in League Two because of where that football club has been, the expectation levels of fans is incredibly high."

He is of course not wrong. And as summaries go, it's not a bad insight into the challenges that face the present day Bradford City. Challenges that really came to the boil this season. Because as much as the narrative of play-off-semi-finalists-from-the-year-before-failing-to-hit-the-same-heights is a fairly typical and largely mundane story for any club, at Valley Parade the recent history of City meant it was a reality that proved much less tolerable. This was the season where patience really snapped. Where even some of the most level-headed, positive of supporters turned on the club. And where others shook their heads and walked away.

Robinson – who according to good sources at the time, turned down the Bradford City managerial vacancy last autumn, ultimately preferring the bright lights of Salford – makes fair points about the heavy burden of responsibility on the shoulders of City players, management team, CEO and chairman. On the surface, City's 2023/24 wasn't horrendously bad, and to finish 9th with supposedly the 8th highest budget doesn't seem unreasonable. But of course, it's not as simple as that. This is Bradford City. The biggest club in the division. Stuck in the mud. Operating at a level well below their capabilities. Years of frustration and underachievement simmering under the surface, meaning patience is in short supply.

It’s not just losing to the likes of Crawley (twice!), Morecambe, Walsall, Tranmere, Sutton, Barrow, Swindon, Forest Green and Notts County (also twice) that hurts. It's the legacy of years of this sort of rubbish. It's of going from the League One play off final in 2017 to League Two in 2019, of falling apart and having to be put back together again during the pandemic, of Edin Rahic being allowed to run amok by the chairman who still owns this club, of countless bad players, of Michael Collins, Gary Bowyer, Derek Adams and other managers who came and failed.

This was just a season too far of experiencing familiar failings. Where all that build up of anger and frustration gave way, leading to a backlash against those running the club, the rise of an independent supporters club, protests, and many supporters staying away. A disconnect grew wider and wider between the club and its fanbase, not helped by a huge vacuum in communication. Decisions looked distinctly unimpressive, with limited evidence that anyone in a position of power at Valley Parade knew what the hell they were doing.

The impact of such a loss of support and goodwill towards the club is still there to be fixed. Against all odds, on the field City almost rallied to make the play offs. But even if they had made the top seven, got past MK Dons and won at Wembley, it would have been hard for anyone connected with the club to label this a good season. So much of the last 10 months were really disappointing, ultimately bringing things to a head and leading to owner Stefan Rupp promising to do things very differently in future.

"The vision is to keep club sustainable," declared Ryan Sparks at February's fans forum (asterisk, it wasn't a fans forum, it was an interview on Radio Leeds who fielded pre-supplied supporters questions). "I set out at the start with a clear mandate to keep Bradford City in the Football League and don't go bust." Such comments prompted scorn and derision from listening City fans. It all gave the message that – whilst fans were frustrated and angry about the ongoing struggles in League Two – the club was relatively comfortable with its progress.

Existing, but not exactly living. Getting by, rather than getting somewhere.

The calls for change at the top grew. The pressure increased. Especially in a dreadful March where over 11 days City lost four games in a row. Rupp made an appearance for the worst of these games – a 5-1 home humiliation to Mansfield – where nearby fans gave him stick. It must have been eye-opening. It laid out in stark terms the problems at the club, and the dangers of continuing this path.

A week later back in Germany, Rupp held a meeting with Sparks. They agreed things could not continue as they are. An open letter was issued, promising a change of strategy. David Sharpe was shortly afterwards appointed, addressing a growing criticism that the club lacked footballing expertise. The talk now is of a big summer transfer budget. And dialogue over buying Valley Parade.

The season ended in improvement from that point. An upwards curve that was almost good enough for City to crash into the top seven on the final day. Rupp was back at Valley Parade to witness the 4-1 last game thumping of Newport County that – but for other results – would have earned City a play off spot. He would have experienced a much warmer reception in West Yorkshire this time. A truce, but one still built on thin ice. The job is not done, it's just beginning.

As Robinson will observe, those pressures haven't disappeared. The squad might have ended the season in good fettle, but focus over the summer must lie in bringing in more players with broad enough shoulders to handle the huge weight of expectation. To accept the short fuses and the baggage of what we long-suffering supporters have been through, and to be bold and brave enough to harness the power of the division's biggest crowd for good.

Because one thing is certain, we cannot afford for next season to be as disappointing as this one.

The demise of Mark Hughes

Going into this season in the final year of his contract, and after a significant dip in popularity following THAT substitution, it hardly proved to be the biggest of shocks that Mark Hughes didn't survive this season. Bradford City does not have a rich history of post-season play off campaigns to look back on, but after the failures of 1988 and 2017, a change in the dugout swiftly followed the season after. The 2016 play off disappointment also saw a swapping of managers, although that was because Phil Parkinson quit for Bolton.

Hughes had emerged from the play off semi final defeat at Carlisle with his standing diminished, and clear signals that the size of the task would be harder this season. The financial power of Wrexham, Notts County and MK Dons entered the division, to go alongside the already well resourced Stockport, Mansfield and Gillingham. It was going to be more difficult to compete. To repeat, never mind better, the feats of 2022/23. For Hughes, who had struggled to find managerial employment before taking over at Valley Parade in 2022, this was the last chance saloon.

Rightly or wrongly (and hindsight suggests wrongly), Hughes and the club tried to change strategy for this season. The 4-2-3-1/4-3-3 favoured in 2022/23 – which brought success but had limitations – was swapped for three at the back. 3-5-2 was the new plan, adjusted to 3-4-3 on the eve of the campaign, when long-term injuries left Hughes short of a partner for Andy Cook. It was an attempt to use the lesser resources better to compete with those on bigger budgets, by adopting an approach tried and tested by other recent League Two promoted clubs.

Sensible, logical thinking. But it just didn't work out.

In pre-season, especially in a home friendly against Middlesbrough, there was a boldness about City's approach that inspired excitement. But a wretched opening day defeat at Crawley – widely tipped to finish bottom – exposed failings in recruitment. City had not brought in a specialist left wing back, hadn't signed mobile enough centre backs, and didn't have enough strength up front. The pressure ramped up, and Hughes did what he sadly often does. He retreated and went cautious.

What followed was a slow, unconvincing start to the season, where the team struggled and looked too defensive. A 2-1 win over Colchester was patchy, a 1-1 draw at Stockport was a little fortunate, and then came a 3-0 defeat to Morecambe, managed by Derek Adams. As the Scot celebrated a clearly personal win by gesturing at visiting City fans and at Sparks in the directors box, it was clear Hughes had misjudged the significance of the fixture. Rumours soon circulated of the CEO dressing down the manager.

It wasn't the end, but it was the beginning of the end.

City won their next game, and drew the next three. This included a 1-1 with Grimsby, live on Sky, where Bobby Pointon delivered a superb performance that included setting up Alex Gilliead for a late equaliser. The crowd were growing increasingly frustrated with Hughes. Increasingly agitated over the team's slow, ponderous playing it out from the back. Cook was injured, Matty Derbyshire was doing a terrible job leading the line. City scored just six goals in their first eight league games. At that point, the entire team was getting outscored by Jake Young – loaned out to Swindon after being frozen out by Hughes – calling the manager's judgement into question.

After a 1-1 draw with Harrogate, Hughes was booed by the Kop when he came over at full time. Rupp was in the crowd that day, watching all of this.

By that point, under clear pressure from fans, Hughes had ditched the three at the back and returned to last season’s 4-2-3-1. When Cook was fit enough to return for the next game, away at Newport, and he bagged a hat trick to earn City a 4-1 win, the mood music improved. Something that was added to the following Saturday, when Cook struck a first half penalty against Walsall to put City 1-0 up. But they collapsed that day, going down to a 3-1 loss. It was their first defeat in six games, but no matter. The crowd once again booed Hughes, and the end was nigh.

The axe fell four days later, the day after City lost 2-1 to Tranmere Rovers. An angry away end made their feelings clear to Hughes at full time. He tried to argue in the media after of the club's need to have stability and stick with a manager, but it fell on deaf ears. Later in the season, Hughes apparently applied for the Salford job that Robinson got. It seems to be over for him. A sad way for a fine career in football to end.

It is funny to look back on this period with the passage of time. Whilst City were 18th at the point Hughes was sacked, they had only lost four of their past 13 games in league and cup. They weren't doing great, but they weren't doing terrible either. The Bradford public's loss of confidence in Hughes probably sped up the decision, but there's still a fair argument to say that he had enough credit in the bank to be afforded a bit more time.

Hughes was trying to get the players to play a more technical-based style of football. Had it worked out, City would have been hard to stop. But League Two footballers are known for their inconsistency, and some of what the manager wanted was ultimately beyond their wit and ability. By the end, team selections were slightly mystifying, confidence was draining out of key players, and the individual mistakes were totting up. I really liked Hughes myself and I'm very sad it didn't work out. But it was hard to look at the cards Hughes had been dealt with and conclude he was playing his best hand.

Still, as events would prove, Hughes wasn't the only problem. And sacking him did not transform the situation.

The 33-day hunt for a new manager

As Hughes licked his wounds, City turned to Kevin McDonald to be caretaker manager. He did the logical thing in such a situation – cut out the fancy stuff, got City back to basics, and began to reset the damaged confidence.

City won their next three games in league and cup, then drew 1-1 with Wrexham on a memorable afternoon in front of 21,552 people. Adam Wilson's late City equaliser was one of the best moments of the season. Noises began to be made that McDonald should get the job full time. He didn't come across too keen, and the nagging feeling remained that City's more basic style under the Scot would only take the Bantams so far.

Sure enough, the wheels fell off. They lost their next game, at MK Dons, 4-1 on a night where the hosts could have had seven. Then they got beat at bottom of the table Sutton – it proved to be the South London side's only win in 10 league games, adding to the embarrassment. McDonald had been in charge for nearly a month by now, and had clearly had enough. He asked to stand down after the next game, against Man City's kids in the Football League Trophy. The club thought they'd secured their next manager by then anyway, so no problems. But then Danny Cowley, manager in waiting, opted against taking over, and a red-faced City had to appoint Mark Trueman to be their second caretaker manager of the season.

Cowley allegedly wasn't the only out of work manager to turn down the post. There was Robinson of course, and its rumoured Leam Richardson was another who asked to be taken out of the running after an initial interview. Other potential candidates like Mike Williamson were apparently ruled out for their style of football being too similar to Hughes. Williamson would of course pop up at MK Dons and finish above the Bantams.

It was a time of rumour and counter rumour. A huge communication vacuum, as the club neglected to keep supporters in touch beyond the initial statement announcing Hughes' departure. It was deeply unimpressive stuff, especially as the days dragged on with no sign of a conclusion. It became clear City had sacked Hughes without a plan of what to do next, and increasingly they were scrambling. Suspicions they wanted to give it to McDonald were hard to shake off, even though the caretaker himself seemed lukewarm at best when inevitably asked by the media if he wanted the job.

Eventually Graham Alexander was appointed, with Sparks unconvincingly declaring, "I have no doubt in my mind that Graham is the number one candidate for this job." He probably was by then of course, but it was a convenient reframing of the narrative. Much of Sparks' interview comments at the Alexander unveiling press conference were tone deaf, not least his dismissal of recent comments by Derek Adams about the structure of the club – comments that had chimed with City supporters, who were feeling increasingly worried the club was not operating in a strategic, coherent manner.

The whole episode was a mess. And it as much as anything else can be blamed for City missing out on the play offs. The only saving grace is that the long, drawn out wait for Hughes' replacement might have led to a very good decision.

The Alexander era begins with ups and downs

Alexander arrived at Valley Parade just weeks after being sacked by MK Dons, largely due to grumbles over his industrious style of football. There was no great opposition to such an approach at City, where the club and many supporters were keen to go for something different to Hughes' play it out from the back approach.

He came into a storm, that's for sure. A desire to play two up top initially led to a 4-4-2 formation that looked dated and proved badly equipped, with City conceding six goals and scoring just once in the first one-and-a-half games of Alexander at the helm. This included a horrendous trip to Notts County, live on Sky, where Alexander's 4-4-2 charges went in at half time 4-0 behind.

A tactical reshuffle at the interval worked wonders, and a 3-5-2 City enjoyed a much better second half, pulling a couple of goals back. It was a template that was retained and began to bear fruit. A nervy 1-0 win over Accrington a week later – with supporter unrest growing – a crucial part of what proved to be a run of six straight wins for Alexander and City.

Over this period they also went to Forest Green and won 3-0, defeated Gillingham 2-0 in Kent, and beat 3-1 at Doncaster Rovers the Friday evening before Christmas. That win put City 10th in the league at the time but came at a cost. The returning Alex Pattison instantly broke down and went off injured, and he was joined on the sidelines by Jamie Walker.

The loss of both obvious number 10 options hit City hard. They failed to win any of their next eight league games, as the likes of Emmanuel Osadebe and Clarke Oduor unsuccessfully filled in for Walker and Pattison. Turbulence was back, especially after a damaging 4-2 home defeat to Crawley – a game where City were leading 2-1 up to the 85th minute. A 1-1 home draw with Salford also stands out for all the wrong reasons – it was one of the most tedious games of football I've ever seen.

When City were bad under Alexander, they were completely unwatchable.

Adding to the pressure was some typical January drama. Young – top scorer in League Two at the time – was recalled, then apparently injured, with other clubs circling and making offers. We all cynically assumed Young would be sold, and it was a shock when he suddenly appeared on the bench away at Swindon, brought on at half time in a 2-0 defeat. His first action of the season for City meant he could not be sold this window, as he'd now played for two different clubs in the same season. Injuries meant Young only got to start one league game for City – and that was as solo striker in a 0-0 draw against Wimbledon, which didn't suit his strengths at all.

Meanwhile the popular Harry Lewis was sold to Carlisle United and Tyreik Wright returned on loan but struggled for a while. The window activity didn't look too inspiring when it closed with City signing Charlton's third choice keeper, Sam Walker, and a young 20-year-old striker from Middlesbrough, Calum Kavanagh. City ended January in 18th place – the same position from where it had been deemed necessary to sack Hughes.

The cup runneth over

For all the gloom in the league, there was one bright spot – the Football League Trophy. City were absolutely marvellous in the competition, often shaking off a poor league result on the Saturday to knock in lots of goals and provide midweek cheer. They won their group with a hat trick of wins over Grimsby (2-1), Man City kids (3-0) and Barnsley (5-1), before smashing Liverpool's youngsters 4-0 in the second round.

That took them to the last 16 and a trip to League One high flyers Derby. Again, they came into the game on the back of poor league form and again they confounded the odds, winning 1-0 at Pride Park through Sam Stubbs' late header. Doncaster were beaten 1-0 at home in the quarter finals thanks to a stunning Harry Chapman free kick. It left City one game away from Wembley, in the semi finals for the first time in their history.

That semi final was against Wycombe at home. It was some night. A brilliant Valley Parade atmosphere, a fantastic City performance. They battered their League One opponents, doing everything but score. Alas, they were sucker punched in the final minute of the game, just as penalties beckoned. But the team had given everything and were clapped off.

In the League Cup, they'd done pretty well too, easing past Accrington and Phil Parkinson's Wrexham, via penalty shootouts. It set up a third round tie with Championship Middlesbrough and another big cup night under the Valley Parade lights. Boro were too good, City too timid – going down 2-0. The FA Cup came and went quickly enough, with Wycombe triumphing 2-1 in round one.

That was nowhere near as painful as Wycombe's second Valley Parade cup trip, and that semi final win. But the Football League Trophy proved a fun distraction from the greyness of the league form. The Wycombe semi final performance was probably City's best in five years. A template for what they can be.   

February green shoots and March madness

That Wycombe occasion also came in the midst of a revival of league form. They had gone to Wrexham in February and everyone assumed the much fancied Welsh club would win easily. But Cook's late goal upset the odds and halted City's slump.

A few days later they smashed another high flying side – MK Dons – 4-0 at Valley Parade, before a more ordinary-but-nevertheless-welcome 1-0 success over then-bottom Sutton United. Alexander had found a way to succeed without Jamie Walker, with a 3-4-3 formation that saw Oduor and Kavanagh flanking Cook. Momentum slowed with pitch problems and match postponements, but they did pick up four points from their next two games. This included a 3-0 hammering of Accrington. It once again put City in 10th – just as they had been after the Doncaster game. But again, just as they were well placed to strike, it went wrong.

And then some.

Cue the March collapse. 0-2 to relegation-bound Forest Green. 1-5 to Mansfield – the Stags 3-0 up after 18 minutes. 0-3 to a Notts County side in free fall. 0-3 to Harrogate. Bloomin Harrogate, embarrassing City again. End the season now please.

That all led to the unrest, the crunch talks between Rupp and Sparks, the open letter, and the protests before the Tranmere game. City were now 17th in the league. Their promotion hopes seemingly over. The manager under pressure. The CEO facing calls to leave. The owner enduring demands to sell up.

In a season of so many low notes, this was rock bottom. The club seemed to be imploding, and again communication efforts with supporters were utterly inadequate, at least until Rupp's letter.

End of season promise

On that Good Friday of supporter protests, the team turned up to defeat a then-in-form Tranmere 2-0, with Pointon finally given a chance by Alexander and delivering a wonder goal. The City manager had gone back to 3-5-2. Only with Walker back and Gilliead injured, he tweaked things subtly. It meant Richie Smallwood playing in front of the back three and Walker and Pointon pushing on.

It was, at last, the balance the team had lacked all season. They drew 1-1 at Grimsby on Easter Monday, before ending the season with five straight wins. Gillingham, Salford, Walsall, Barrow and Newport all dispatched. It took them right to the edge of the play offs, especially after Tyler Smith's memorable late winner at Barrow. Ultimately, they'd left it too late and they missed out. That seems merited based on City's overall performance for the season, but it does offer hope of better days going into the summer.

Alexander ultimately won over most supporters. He seems a humble and honest guy who speaks very well. He has openly admitted his mistakes and showed he is willing to learn from them. The football isn’t the greatest to watch for sure, but there is attacking intent. The 3-5-2 set-up City ended the season with is a good template for next season.

A mixed bag

Despite some pretty obvious failings at times, one of the background themes to this season was that this was a largely likeable group of players. Whatever their shortcomings, effort and attitude were not amongst them. Inconsistency was their biggest failing. And the lack of depth meant that, when certain players were injured, the team really suffered.

Harry Lewis didn't hit the heights of last season for sure. He underperformed his numbers quite badly in fact. And though it was sad to see him leave, the logic was ultimately undeniable. Sam Walker doesn't have as high ceiling as Lewis still has, even after the latter’s difficult first six months at Carlisle, but he proved to be an inspired signing and greatly improved City at the back. Special mention to Colin Doyle too, who was a mainstay of the Football League Trophy run and did really well.

In defence, Brad Halliday took all the plaudits for a superb campaign. The move to wing backs was an interesting test of him, but a challenge he absolutely rose to. The left wing back role was more problematic. Lewis Richards has promise but needs to show more quality going forward. Liam Ridehalgh could not perform the role attacking-wise. Gilliead filled in very well and could have a future in this position. The end of season run of Wright in this role was the best fit of the lot.

At centre back, Hughes and Alexander were flush with options but some proved patchy. Ash Taylor looked an odd signing, and his pre-season performances did not inspire confidence. He had some decent games, but was too often a liability. Sam Stubbs – City's best defender going into this season – found it tough going at times, losing form just as Alexander came in and missing the end of the season following some concussion concerns. Matty Platt was not first choice for a time but undisputedly became one of the first names on the team sheet. Ciaran Kelly had a campaign of real promise. Loan signings Daniel Oyegoke and Jon Tomkinson did well as right-sided centre backs.

In midfield, it was a conundrum to get the best balance. Richie Smallwood flattered to deceive for too long and bore the brunt of the crowd's frustration at times. He did put in some very good displays too. On his day Kevin McDonald looked a much better player, but he more than anyone suffered badly for consistency. Alex Gilliead had a good season and let no one down.

On the attacking midfield front, Jamie Walker had a much stronger season and he just needs better luck with injuries. Ditto Alex Pattison, who started so well and then spent pretty much the entire campaign on the sidelines. Clarke Oduor showed flashes of what he can do, but doesn't offer the same reliability of others. Emmanuel Osadebe, Rayhaan Tulloch and Chisom Afoka all happened, but no one was sad to see them go mid-season. Bobby Pointon was a breath of fresh air. So much to love about the most exciting City youth product in many, many years.

Harry Chapman also had injury problems and was denied the run of games he needed. Adam Wilson was an interesting punt of a signing, but who was clearly not valued by Alexander. You fear for his Valley Parade future already.

Up front, Cook got 19 goals and had many good days at the office, but it was undeniable that he didn't hit the incredible highs of the year before. Kavanagh looks a fantastic prospect. Smith had some memorable moments but missed a whole host of chances. Vadaine Oliver's unavailability due to injury until December was keenly felt when there were times City really needed him. On high wages, Oliver was loaned to Stevenage where he scored zero goals, and he returns facing an uncertain future. Matty Derbyshire at least added some value as a striker coach. It will be interesting to see what we do about Young – who could well attract interest this summer.

A season to forget

As the dust settles, there aren't too many fond memories to retain for this season. The high points largely overshadowed by the more regular lows. It just never really got going, at least not until the very end where it proved too late. And given the strides the club had made in 2022/23, the backwards steps taken in 2023/24 were hard to accept.

Sometimes an outside perspective is needed. On this week’s NTT20 podcast, Ali Maxwell neatly summarises Bradford City’s promising end to the season and what it might or might not say about their prospects for next season. He states, “We’ve been here before with Bradford City, and I battle with two things. A, I battle with the belief that just because something bad has happened to a team a few times in the recent history, it doesn’t mean they will continue to do that forever – look at Mansfield.

“But I also do want to see this club step up when the pressure is on. When expectation is high, when it generally is at the start of the season. They have fallen short, that is just something that has happened. And I’m probably going to have to see it before I believe it. I don’t want to be blinded by this end to the season, as impressed as I have been with it.”

That is the key. Doing it when the pressure is really on. Dealing with the expectations. And that's why, although Robinson is correct in saying that the criticisms can be disproportionate on the current crop of City players and manager, the undercurrent of emotion isn't going to change. City have to perform, or face a strong backlash.

The legacy runs deep. This close season marks the 20th anniversary of Bradford City's relegation from the second tier in 2004 – a place where they've not been since. For 20 years now, the Bantams have firmly been a lower league club, playing nine seasons in League One, and 11 campaigns in League Two, about to tick over to 12. We talk an awful lot about the Championship being the club's true home, but it's two decades since they were at that level.

It feels like an awful long back for the club to reach its potential.

The only way to move on from the hurt and pain of what we've endured over much of the last 20 years is to be successful on the field, and fast. The work begins now for Alexander, Sharpe, Sparks, Rupp and others in making sure that the positive signs of the end of this season prove to be the springboard to genuinely happier times.