The Chief Executive of Leeds-based bank First Direct has welcomed his firm's sponsorship of the new multi-million pound Leeds Arena.
"This is a really exciting move for First Direct, said' Mark Mullen.
"Leeds is the city that made us who we are and we are thrilled to be able to support such an important development for all the people who live and visit here."
John Sutherland of SMG Europe, who will run the Arena, which opens in September, said:" We are committed to operating world-class arenas.
"We are delighted that such an iconic and customer-focussed business is in partnership with us to deliver the outstanding customer experience that will be offered at the First Direct Arena."