First Direct Arena Leeds

Leeds Arena becomes SMG First Direct Arena as First Direct Bank sponsors the venue.

Leeds unveils the first direct Arena, as the Leeds based bank announces major sponsorship deal.

The first direct arena will have a pre-launch event on July 24th with Bruce Springsteen, followed by its official opening by Sir Elton John on the 4th of September.

The £65m venue, which features a unique fan shaped design, the best acoustics in Europe and an innovative and striking design, is already attracting the biggest names in the entertainment industry.

Source: firstdirect press release 2 May 2013