Bank buys direct link to city’s new arena

THE new Leeds Arena has already undergone a name change after signing a sponsorship deal with First Direct bank.

By The Newsroom
Friday, 3rd May 2013, 1:01 am

Civic leaders announced yesterday that the council-owned venue would be officially known as the First Direct Arena.

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Council leader Councillor Keith Wakefield said: “When the council decided to pursue its vision of providing a world-class entertainment venue for the city it knew it would require a big name to match that ambition.”

Leeds-based First Direct’s chief executive, Mark Mullen, said: “It’s the first time we’ve undertaken such a major sponsorship but we’re often referred to as banking’s best kept secret so this should certainly put us on the map.”

The £60m arena will open on July 24.