SMG announces partnership with worldwide financial organisation for new Leeds venue

Posted on 02 May 2013

One of the largest international banking and financial services organisations in the world has today announced a five year sponsorship deal with SMG Europe. 

first direct, part of the HSBC banking group, has unveiled the first direct arena, located in the city of Leeds and managed by SMG Europe which also operates Manchester Arena, Belfast Odyssey Arena and Newcastle Metro Radio Arena.

Managing Director of SMG Europe, John Sutherland 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 first direct arena will stage a sold out pre-launch event in July by Bruce Springsteen, followed by its official opening by Sir Elton John in September.   The £65m venue, which features a unique fan shaped design and world class acoustics, is already attracting the biggest names in the entertainment industry.