
North Parade traders have decided to donate their £500 prize money to the Plastic Surgery and Burns Research Unit based at the University of Bradford.
The street at the top end of Bradford city centre reached the final of the High Street of the Year Awards and was narrowly beaten by Northampton in the Best City Location category.
The majority of traders on the row decided the prize money should go to the Burns Unit.
Bradford Council's city centre manager Jonny Noble said: "North Parade is very close to Valley Parade and has several connections with Bradford City as many of the traders and their customers are big City fans. It's great that the money is going to such a deserving cause."
Mr Ajay L Mahajan, director of Plastic Surgery at the Burns Research Unit, said: "I would like to thank the traders for their kind donation, it's great to see such strong support from local businesses in the city centre. The work we do can only continue through the generosity of others and every donation takes us a step closer to our target."