University-Business Cooperation (UBC) is an essential mechanism for advancing interests of business, universities and societies. To improve our understanding of the future of UBC research and practice, this study reports on a priority setting process comprising a two-stage research design. Qualitative research identifies a portfolio of six priority areas and 58 related topics. A quantitative step then evaluates the perceived future importance and current advancement of these topics. This approach contributes to shaping the future of UBC by identifying topics that require particular focus to maximise opportunities. The paper concludes with clear future directions for both UBC theory and practice.