first direct agrees naming rights deal at Leeds arena

LEEDS Arena is be named the first direct Arena under a five year sponsorship deal agreed between the Yorkshire-based bank and stadium operator SMG Europe.

The 13,000 seat venue opens in July.

The agreement is the first major sponsorship the bank has undertaken in its 24 year history.
 
Mark Mullen, chief executive of Leeds-based first direct, said: “This is a really exciting move for first direct. Leeds is the city that has made us who we are and we’re thrilled to be able to support such a major development for all the people who live and visit here.

“It’s the first time we’ve undertaken such a major sponsorship but we’re often referred to as banking’s best kept secret so this should certainly put us on the map.”

John Sutherland, managing director of SMG Europe which runs the arena, said: “SMG Europe is totally committed to operating world class arenas that are supported by world class commercial partnerships. We are delighted that such an iconic and customer focused brand is partnering with us to deliver the outstanding customer experience that will be offered at the first direct arena.”

Coun Keith Wakefield, leader of Leeds City Council, said: “It is excellent news that a Leeds company with national reach that employs many people in this city is the proud sponsor of our outstanding new arena.

“When the Council decided to pursue its vision of providing a world-class entertainment venue for the city it knew it would require a big name to match that ambition.”