Yorkshire Radio: first direct is right fit for arena
YORKSHIRE bank first direct’s brand strength and excellence in customer service meant it was the right fit to be the major sponsor of the new arena in Leeds.
That was the message from John Sutherland, managing director of SMG Europe, the operator of the arena yesterday.
Leeds-based first direct has been given the naming rights to the £65m venue under a five year deal, it was announced yesterday.
Speaking to TheBusinessDesk.com, Mark Mullen, chief executive of first direct, said first direct’s “predictability” through the downturn had meant it had continued to succeed while others in the banking sector had struggled.
first direct was one of the first bank’s to offer 24 hour telephone banking. It employs 2,800 people in Leeds and a further 750 in Hamilton, Scotland.
Speaking about the arena itself, he said: “I think it’s really lovely. It’s like a tardis. The whole set up is beautiful.”
Tom Riordan, chief executive of Leeds City Council, said the sponsorshop deal was another positive piece of news for Leeds.
Mr Riordan also highlighted other schemes that had either been recently completed or were on track and said Leeds and its wider city region had plenty to be excited about.
And Lurene Joseph, chief executive of Leeds and Partners, welcomed the news.
“The first direct arena is a landmark venue that shares the city’s ambitions to develop a unique and compelling offer on the world stage,” Ms Joseph said.
“It demonstrates real confidence in the city across sectors and a positive example of the power of partnership to deliver success.
“Today’s announcement of their partnership with first direct – a Leeds-based company with a national reputation for success and innovation and with more than one million customers – is a perfect fit to realise those goals.”
