For Jon Bell, the partnership represents more than a commercial agreement. A lifelong Bradford Bulls supporter, he spent his childhood on the terraces at Odsal alongside his father, Steve, developing a passion for the club that has endured for more than four decades.
Jon is now a highly respected psychotherapist, supporting clients across the UK and internationally. His practice helps individuals navigate complex personal and professional challenges with clarity, confidence and compassion.
Alongside his therapeutic work, Jon has established himself as a trusted specialist in workplace culture and organisational development.
Drawing on leadership insights from professional sport and extensive business experience, he works with organisations to design bespoke cultural development programmes that promote wellbeing, performance and long-term growth. This area of his practice continues to have a positive impact on businesses across the region.
Bradford Bulls Commercial Manager Ian Stafford said: “Jon Bell Counselling & Sports Psychotherapy Ltd is a fantastic addition to our commercial family, and Bradford Bulls are delighted to welcome Jon back to the club in this capacity. Partnerships founded on a genuine passion for the Bulls are particularly meaningful.
“Jon’s journey from the terraces of Odsal to becoming a highly respected psychotherapist and workplace culture specialist is truly inspiring. His values align closely with what Bradford Bulls are building — resilience, growth and a commitment to supporting people both on and off the field.
“This partnership goes beyond traditional sponsorship. Jon brings expertise that resonates across sport, business and the wider community, and Bradford Bulls look forward to seeing how the relationship develops in the coming seasons.”
Jon Bell said: “I am incredibly proud to support Bradford Bulls as a sponsor. The club has been a central part of my life since childhood, and Odsal will always hold a special place for me. Seeing the Bulls on the rise once again means a great deal to both my father and me, and we are very much looking forward to the new season.”