First direct arena, name of new Leeds 5-year sponsorship

Leeds-based first direct bank has announced a major new sponsorship deal for the SMG Europe-operated arena due to open in the city in July.
The bank will give its name to the £65m arena in Leeds as part of a five-year sponsorship deal. The 13,000-seat venue will be named the first direct arena.
This is the first major sponsorship the bank has undertaken in its 24-year history.
Mark Mullen, first direct Chief Executive, describes the deal as “a really exciting move” for the bank.

“Leeds is the city that has made us who we are and we’re thrilled to be able to support such a major development for all the people who live and visit here,” he added.
The first direct arena will have a pre-launch event, 24 July, with Bruce Springsteen, followed by an official opening by Sir Elton John on 4 September.  
John Sutherland, Managing Director of SMG Europe, which manages the arena, said: “SMG Europe is totally committed to operating world class arenas that are supported by world class commercial partnerships. We are delighted that such an iconic and customer focused brand is partnering with us to deliver the outstanding customer experience that will be offered at the first direct arena.”
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Paul Colston


Paul Colston

Managing Editor, Conference News & Conference & Meetings World.

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