First Direct extends naming deal with Leeds Arena
The First Direct Arena will keep its name until at least 2023, following the signing of a new sponsorship agreement with operator SMG Europe
News By IQ | 15 March 2017
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 the arena – has played an “instrumental role in bringing some of the biggest events to Yorkshire, from the Mobo Awards to an exclusive Jake Bugg concert and the finals of Europe’s Strongest Man.”
John Sharkey, CEO of SMG Europe, comments: “The First Direct Arena is…
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