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



First Direct Arena - in Leeds, UK

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.”