First Direct Arena Naming Rights Extended

First Direct Arena in Leeds, England, will keep its sponsorship with SMG Europe until 2023 at least. 

firstdirectarena.com – First Direct Arena
In Leeds, England.

The deal between the arena operator and the retail bank has been in place since first direct arena opened in 2013.

It means first direct customers receive a range of special treatments.

SMG Europe CEO John Sharkey commented: “The First Direct Arena is our flagship venue and we wanted a sponsor that matched our ambitions for it.”