First Direct extends Leeds Arena deal


First Direct Arena naming rights Image: ASM Global

First direct bank has extended a deal with ASM Global to remain as naming rights holder for Leeds Arena in the U.K. for a further seven years.

Event Industry News said the venue recently celebrated its 10th anniversary as Yorkshire’s most popular arena.

The 13,781-capacity First Direct Arena is an entertainment-focused indoor arena located in the Arena Quarter of Leeds, West Yorkshire, England (UK).

It is the first in the United Kingdom to have a fan-shaped orientation. The arena officially opened on September 4th, 2013, with the British singer Sir Elton John playing to an audience of 12,000.

First Direct Arena hosts must-attend live music, comedy, entertainment shows and sporting events. The award-winning partnership between first direct and the arena began in 2013 prior to the venue opening.

Martin McInulty, General Manager of the First Direct Arena said, “We are thrilled to have extended our partnership with first direct. They have been the definition of a true ‘partner’ since before the venue opened its doors over 10 years ago and have played a huge part in the arena’s ongoing success. We are excited to continue working together and delivering the best possible guest experience for our visitors here in Leeds.”

Event Industry News further stated that the renewed agreement builds on first direct’s reputation for outstanding customer services with more benefits for first direct customers at the venue.

Since the partnership began, first direct has played host to world-class live entertainment including Bruce Springsteen, Sir Elton John, Ed Sheeran, Cher, Prince and Drake.

The arena boasts a unique “super theatre” style configuration, which is designed to enhance the arena experience, with high-quality acoustics providing the best sound experience in the UK.

Sloane Cross, Head of Marketing, first direct bank said, “Since the partnership began in 2013, first direct arena has hosted some of the best international talent in the world. It is one of the main landmarks of the city and we are incredibly proud of this sponsorship, which also means we can offer our customers additional perks for choosing to bank with first direct.

“We are excited to take this partnership to the next level over the next seven years and continue to support one of the best entertainment venues in the country.”

An incredible calendar of events accompanies the renewed agreement, with 2024 dates from Peter Kay, Keane, Romesh Ranganathan, Take That, Texas, Niall Horan and Girls Aloud on sale now.

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