First Direct extends naming deal with Leeds Arena

British retail bank First Direct has extended its naming-rights agreement with Leeds’s First Direct Arena for a further five years, with the 13,000-cap. venue retaining its current name until at least 2023.

First Direct sponsored the arena (pictured) prior to its opening in July 2013, initially for a five-year term ending in 2018. Operator SMG Europe says the backing of the bank – which offers its customers several benefits, including presales, complimentary tickets, a dedicated entrance and free F&B in…

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