Bradford's image could scupper the Premiership-bound Bantams' plans for a flotation on the stock exchange, chairman Geoffrey Richmond said today.

The club had hoped to raise between £10 and £15million through a stock market floatation after Sunday's leap into top flight football.

But now the City chief has revealed the initial response to the planned flotation has "not been good" although he stressed that supporters should not be too downhearted.

He said: "I am sad to say that the name of the city appears to be a major problem because, in the financial advisers' terminology, it is not sexy enough.

"The name does not have the right connotations. Bradford and success, it was said to me, are a contradiction in terms. It would be nice to prove these people wrong."

Asked if this meant the club would not go ahead with the planned flotation, he said: "It is far too early to say that but it is certainly not vastly encouraging. Discussions are continuing at the moment between the club and our financial advisers."

He stressed that the club would find as much funding as possible to enable them to compete with English football's elite next season.

He said: "There are many ways to skin a cat and we will find the resources to give ourselves the opportunity to survive in the Premier League.

"I certainly don't want our supporters to be suicidal if it does not go through. If it does happen then it would be a big bonus but our Premiership lives do not depend on it."

Football in the 1990s is big business but Richmond cites the example of Blackburn Rovers that money cannot ensure success. Rovers were relegated last night from the Premiership despite spending more than £25 million in the past 12 months.

Today civic leaders hit back at the criticism of Bradford City's sexy image.

Chairman of the Council's regeneration committee Councillor Dave Green said: "We have a number of publicly floated companies which are tremendously successful and highly profitable. They are a good indication of the standing of the city."

Council leader Coun Ian Greenwood said he believed the club's success would hugely contribute to the city's image. He admitted there had been some problems in the past but said great strides had been made.

Secretary of Bradford Congress Charles Forgan said: "I don't know what they mean by a sexy image but the club itself is part of the solution. They should look at its extraordinary success in moving into the Premier League in a very short time."

Simon Bray spokesman for Bradford and District Training and Enterprise Council said: "I think they are absolutely wrong. One only has to look at the recent developments, the Alhambra, the National Museum, the rich cultural heritage, the reputation of the University, companies of world standing, the Abbey National headquarters. The list goes on and on. I think they should come to Bradford to see for themselves."

Converted for the new archive on 30 June 2000. Some images and formatting may have been lost in the conversion.