Bradford Bulls will bring the city's Capital of Culture bid to a worldwide TV audience at Friday's World Club Challenge match.

Chief executive of the club, Abi Ekoku, said the match would be a major boost to the campaign, giving Bradford global exposure which he said would help to turn around its negative image.

And he said the £60 million Odsal re-development - set for completion in time for the Bulls' return in 2003 - was a symbol of hope for the district's bid.

Bulls face Australian champions Newcastle Knights at the McAlpine Stadium, Huddersfield.

Mr Ekoku, a member of Bradford's Capital of Culture partnership board, said the match would show the major role of sport in Bradford's cultural life. "It continues the run of good news in Bradford so far this year, following Saltaire getting World Heritage status," he said.

"The World Club Challenge is a first not only for the club, but the city. Wherever Bradford can be seen as a world class entity is a massive boost for the bid.

"The external perception of Bradford is one of turmoil, after last year's disturbances, and now it's up to the people of Bradford to celebrate what is great about it, through all the different forums.

"This is an ideal opportunity to get out and support the city. There are too many action plans sitting on shelves in Bradford - this is a chance for us to show support through action, rather than words.

"When Bradford's bid goes in, an integral part of the judging process will be positive events like this and how they engage people's support."

Mr Ekoku said it was unfortunate the Bulls were not able to meet the Aussies in Bradford, but said the McAlpine Stadium was an inspiration.

"We're looking to better the investment it has brought to Huddersfield, with the Odsal development," he said. "Odsal is a large-scale symbol which can wipe away the negative perceptions of last year. Its completion will instil a great civic pride in Bradford people and its location near the motorway gives it regional significance. It will be a venue the city owns."

As reported in last Friday's Telegraph & Argus, Bradford's culture bid was placed second to bottom - ahead of Milton Keynes only - in odds compiled by betting agency Blue Square which claimed its lack of big entertainment and sports venues would hold it back. Mr Ekoku said the Odsal development "will be the kind of cultural venue Bradford needs if its bid is to be taken seriously".

Bradford's Capital of Culture director Paul Brookes said the Bulls were important champions behind the bid and a victory would give it "a sporting boost".

National rugby league bosses are putting their weight behind the Bulls and calling on Bradford people to pack out the remaining seats. Gary Tasker, former secretary of Bradford Northern, said: "This game will gain Bradford global recognition. Bradford will be showcased around the world to millions of people."