The next manager of Bradford City faces an extremely challenging task, as the downfall of Mark Hughes was practically unavoidable.
Danny Cowley and Dean Holden are among the potential candidates, but if Hughes couldn’t secure promotion for Bradford, it’s unlikely that anyone can.
Mark Hughes himself acknowledged the risk to his reputation when he took over as Bradford City’s manager 20 months ago. On Wednesday night, he was dismissed from his position as the team languished in 18th place in the lower division, having failed to achieve the promotion target set for him last season. This departure marks a significant setback for Hughes, possibly signaling the end of his coaching career. Although there were moments at Bradford when it seemed like he might succeed, his preference for a deliberate, slow build-up from his team appeared out of sync in an era where even League Two teams play with relentless aggression.
For Bradford City, a club that sells over 15,000 season tickets, there are more questions than answers. Despite consistently having transfer and wage budgets that rank among the top four or five in the division, they find themselves in their fifth consecutive season in the lower tier, far from the Championship where they were 19 years ago. The problem seems to be more about mistakes than mismanagement.
Unlike some other clubs like Scunthorpe or Sheffield Wednesday, which have suffered from destructive ownership, Bradford City has a relatively anonymous owner in Stefan Rupp, a German millionaire who prefers the club to be self-sufficient. However, he has stepped in to contribute substantially when needed, such as during a financial crisis in 2019 and the COVID-19 pandemic.
The real issue seems to be a lack of clear identity, with the club having gone through three different managerial appointments in their last three tries, from rookie managers Mark Trueman and Conor Sellars to League Two specialist Derek Adams and then to the high-profile Mark Hughes, none of which have been successful.
Nevertheless, there is no shortage of potential candidates interested in the position this time around, despite some experienced names expressing reluctance due to the challenging nature of League Two for managers. Danny Cowley and Dean Holden have shown interest, and in the past, even Robbie Fowler and Craig Bellamy submitted their CVs when the job was vacant.
It might be wise for Bradford City to consider managers with experience at this level, given the apparent mismatch between Hughes’ coaching philosophy and what’s required for success in the demanding League Two. The decision on the next steps lies with CEO Ryan Sparks, known for his willingness to make bold choices.
The fact that two rival candidates for the job when Hughes was appointed – Steve Evans and Richie Wellens – achieved promotion after taking roles at other clubs, Stevenage and Leyton Orient, respectively, might add to the complexity of the decision-making process.
Wellens, who could potentially be joined by former Bradford boss Paul Jewell, may also re-enter consideration this time around. However, it’s unclear whether they would be willing to drop down from League One.
In the meantime, experienced midfielder Kevin McDonald has taken over as interim manager, and the club is taking its time to make a full-time appointment. Those who have worked with McDonald describe him as a popular figure in the dressing room, combining humor with intelligence and perceptiveness on and off the field.
His audition begins with a match against high-flying Swindon, where their top scorer, Jake Young, had been loaned out by Bradford due to a falling out with Hughes. Young has already scored nine goals this season, just three shy of Bradford’s team total, highlighting the kind of decisions that contributed to Hughes’ inevitable departure.
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