Arena expected to have £25m economic impact on Leeds

IT HAS been a year since Yorkshire-based bank first direct and stadium operator SMG Europe agreed a five-year sponsorship deal for the first direct arena.

Over the past 12 months, the venue arena has welcomed more than a third of a million people through its doors, welcomed over 100,000 visitors from outside of Leeds City region, including 3,540 foreign visitors from as far as Alaska, Hawaii and Mongolia, and seen a 3% footfall gain through the city on an arena event day.

The bank says it expects that the arena, which opened in July, will have a £25m economic impact on the city and create 70,000 room nights in Leeds each year.

Tracy Garrad, head of first direct said: “We are extremely passionate about our home city of Leeds and everything that it has to offer and our sponsorship of the arena felt like the perfect fit, bringing major international artists into Leeds for the first time and supporting the development of our city centre.

“Our sponsorship has not only brought major artists to Leeds for the first time, but has also had a real impact on tourism and the local economy; it is expected that first direct arena will have a £25m economic impact on the city and create 70,000 room nights in Leeds each year. We’re extremely proud to have played a part in such development, rightfully putting Leeds on the global map.”

Ben Williams, general manager at first direct arena, added: “first direct has been a remarkable naming partner of the arena and as a Leeds based business, shares our passions and objectives to be one of the top arenas in the world. 

“We have a really exciting line up of major artists throughout the year and into 2015 including the likes of Pearl Jam, Robbie Williams, Kaiser Chiefs, Bryan Adams and Michael Buble. We also of course, extremely proud to be hosting the Tour de France Team Presentation ceremony, putting Leeds and Yorkshire firmly on the map once again with a global audience of 3.5bn people throughout. 

“It’s been an incredible first year in partnership together and we would like to thank everyone at first direct, staff and customers, for their commitment to the arena throughout its first year of operation.”