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Sponsorship & Marketing

First Direct renews naming rights contract for Leeds arena

Featured image credit: ASM Global

Featured image credit: ASM Global

First Direct Arena will maintain its current moniker for a further seven years.

The 13,780-capacity live entertainment venue is located in the English city of Leeds, with the naming rights courtesy of First Direct, which provides mobile banking, online and telephone services, as was a full range of personal banking products. 

First Direct has held the naming rights for the arena since it opened its doors in 2013.

Hosting a range of live music, comedy, entertainment shows and sporting events, the venue boasts a ‘super theatre’ style configuration, which is designed to enhance the arena experience, with high-quality acoustics. 

“We are thrilled to have extended our partnership with First Direct,” said Martin McInulty, general manager of First Direct Arena.

“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.”

Sloane Cross, head of marketing at First Direct Bank, added: “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.”

The venue’s 2024 calendar is packed with events, including performances from comedians Peter Kay and Romesh Ranganathan, as well as concerts from Take That, Keane, Texas, Niall Horan and Girls Aloud.