Yorkshire dementia specialist teams up with Leeds United to boost expansion

Yorkshire care firm Vida Healthcare has boosted its profile ahead of planned growth by partnering with Leeds United Football Club.

The dementia specialist has joined Leeds United Business Club in order to take advantage of the club’s exposure opportunities and accelerate the firm’s growth plans.

Established in 2010, Vida Healthcare specialises in dementia care, with specialist care homes in Harrogate employing over 400 staff.

As a result of the partnership, Vida Healthcare’s company logo broadcast around the club’s home ground of Elland Road on both crowd and pitch-facing digital LED screens, as well as on TV screens in the concourses and on the club’s social media feeds.

Commenting on the new partnership, Vida Healthcare co-founder James Rycroft said: “We did it because I’m a big supporter of Leeds United – but dementia is such an endemic issue in our country. People don’t know a lot about it until they need to, i.e. one of their loved ones is diagnosed.”

Vida Healthcare hopes that the partnership will raise the profile of the brand, as well as bolstering its recruitment drive.

James explained: “In the next 12 months, we’re hopefully looking to increase our portfolio of homes; and with that comes the creation of at least 200 more jobs for the region. We’re fast-becoming one of the larger employers in Harrogate.

“Most of our residents and their families live in Yorkshire. They can relate to us being associated with Leeds United; they can see it and it certainly boosts our profile. It shows another side to us and that we’re supporting our local community.”

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