Leeds Rhinos unveil biggest commercial deal in club’s history
Rugby League team Leeds Rhinos have today confirmed the “biggest commercial deal” in their history with a 15-year partnership with AMT Auto.
The deal with the Leeds-based vehicle solutions company means the club’s stadium will be known as the AMT Headingley Rugby Stadium from 1 December.
It is only the fourth time in the 133-year history of the stadium that the club have allowed naming rights.
Revealing the news at the stadium this morning, club chief executive Gary Hetherington, said it was a momentous day for the Rhinos. He said: “It’s a great statement for the game when all sports clubs are going through such a difficult time at the moment.
“At times like this you can either contract into survival mode or look to expand into success and we believe the second approach is the route to take.
“We’ve got fantastic potential here at Headingley with a really exciting team. We will use the sponsorship resources to improve our whole operation.”
Hetherington said the deal was the culmination of work he and his colleagues have put into rebranding and redeveloping the club’s home over the years.
The owner of AMT, Neil McGawley, is a lifelong fan of the club and will join its board as a non-executive director. He added: “I’m really proud and excited to invest in this partnership – it’s perfect for me.
“I get to invest in and be involved with a club that I love and get to fulfil the company’s ambitions as well. I’m really excited about the next 15 years.”
AMT Auto is an independent family-owned business established in 1995 by McGawley. It offers a rent-lease-buy-sell- insure model for all types of vehicles and customers.
Headquartered in Leeds with additional outlets in London, Birmingham and Edinburgh, the firm employs over 150 people.
As well as the Rhinos, the business is also partnered with Leeds United and Yorkshire County Cricket Club.
Leeds Rhinos commercial director, Rob Oates, said: “I would like to thank Neil McGawley and all his team at AMT Auto for the support they have given the club.
“To have secured such a significant partner, especially in a tough market place for all professional sport at present, shows just how much belief that Neil has in the future of our club. They are a great family company with its roots firmly in the city and lovely people.
“AMT’s logo will be on the collar of the Rhinos’ first team playing and replica shirts and shorts for next season with their distinctive branding around the stadium.
“We are always proud to celebrate local success stories who have become a national presence and this partnership is a great result for both the Rhinos and AMT Auto.”
