first direct bank gave its name to the venue before it opened and has worked alongside operators SMG Europe to bring the sponsorship to life.
In March 2018 the sponsorship was revealed as the winner of the Naming Rights Sponsorship category at the 24th UK Sponsorship Awards where the judges commented: “first direct bank had identified it needed to diversify its customer base. Also, with no branches, first direct bank recognised the need to create a physical presence. This highly-effective naming rights partnership, based near the company’s HQ in Leeds, was a natural vehicle to address these strategic challenges”
This has resulted in a range of unique benefits for first direct bank customers, from exclusive presales, complimentary tickets, an exclusive entrance, and free food and drink within the arena.
The partnership has been so effective that in 2017 first direct bank confirmed that they will extend its naming sponsorship for a further 5 years until at least 2023.