First Direct extends Leeds Arena rights deal

Partnership with ASM Global venue will now run for another seven years

News By Gordon Masson | 9 April 2024

ASM Global has announced that banking group first direct has extended its naming rights deal for Leeds arena for a further seven years.

Located in the city centre of Leeds, the building has been known as first direct arena since it opened its doors in 2013, and won the award for Best Naming Rights Sponsorship at the UK Sponsorship Awards in 2018.

Financial details of the new deal were not disclosed but the partners say the extended agreement “builds on first direct’s…

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