The new Leeds Arena will be known as the first direct Arena after the bank signed a five-year sponsorship deal.
The firm, which was started in the city, will sponsor the 13,000-seat venue opens in July when rock legend Bruce Springsteen performs.
Keith Wakefield, leader of Leeds City Council, said: “It is excellent news that a Leeds company with national reach that employs many people in this city is the proud sponsor of our outstanding new arena.”
Elton John will be the official opening act on September, 4, and Mark Mullen, chief executive of first direct, said: “This is a really exciting move for first direct.
“Leeds is the city that has made us who we are and we’re thrilled to be able to support such a major development for all the people who live and visit here.”
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