The new arena in Leeds is set to be named the first direct arena, after the bank announced its sponsorship of the 13,000 seat venue which is set to open in July.
Mark Mullen, chief executive of first direct commented: “This is a really exciting move for first direct. 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.”
This is the first major sponsorship the bank has undertaken in its 24-year history.
John Sutherland, managing director of SMG Europe, which runs 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.”
The sponsorship of the entertainment venue will run for five years.