Public safety continues to be our priority. We’re doing all we can to keep you safe at our venue. Please remember we do not permit backpacks or large bags and you will be screened upon arrival. Read more about our safety policy here. Read more


  • Partners - Picture 1


first direct

We're ever so proud to be the naming sponsor for the first direct arena in Leeds. we believe our brand and the Arena share common goals in terms of quality, service and innovation. We're looking forward to welcoming the many thousands of fans over the coming months and years to this fantastic venue in what is increasingly a vibrant and dynamic city. Find out more at

Car Partner


JCT600 are one of the UK’s largest independent motor retailers, having operated over half a century and representing 19 of the world’s leading car manufacturers across 47 UK dealerships. This unique car partnership will benefit customers and colleagues from both businesses with exclusive rewards and deals from both the arena and the Bradford-based family firm. Both Yorkshire businesses hold the same values of passion, excellence and dynamism and we look forward to an exciting partnership ahead.  Find out more at

Travel Partner

Leeds Bradford International Airport

The partnership with Leeds Bradford International Airport will bring a wide range of benefits for customers of both businesses and over the coming weeks there’ll be more announcements, expect great competitions and a partnership that will see the World’s Best New Venue working with the Best UK Airport to deliver even more excitement for the people of Yorkshire.  Find out more at

Media Partner

The Yorkshire Evening Post

We are proud to have an official media partnership with the Yorkshire Evening Post. The deal will enable Yorkshire Evening Post readers to get closer than ever to some of the biggest names in showbusiness. Readers will be offered some great deals and the chance of winning tickets to some of our upcoming events as well as access to an exclusive first direct arena column - which will run every Thursday in the WOW24/7 supplement. It will become the 'go to' place for everything you want to know about first direct arena.If you want to be up to date with the latest first direct arena deals, offers and exclusives, you know where to go.

Ticketing Partner


Eventim is the market leader in the entertainment ticketing industry in Europe, operating in 20 countries. Eventim uses the latest and most innovative technology to produce a great buying experience for its customers, such as the EVENTIM Seating Plan, that allows customer to purchase the specific seats that they want, for first direct arena shows.

Digital Media Partner

Tresamo Media

Tresamo Media are social media management experts and are tasked with delivering first direct arena's ambition of being the most socially engaged arena in the UK, maintaining fun, informative and responsive channels of communication between operators SMG Europe and entertainment fans. 

Food and Beverage Partners


We are proud to have the countries leading cider and beer business Heineken serving the thousands of customers that come through our door. With a portfolio that includes Fosters, Strongbow, Kronenbourg 1664 and Bulmers, first direct arena customers will have no problem finding a drink they love.

Coca Cola

Selling 12 billion litre’s last year in the UK alone, the most famous soft-drink provider in the world is now part of the first direct arena, as an official beverage partner. Coke Cola holds many values that first direct arena work by, such as passion, innovation and quality. Coke Cola will be serving our customers with their refreshing taste that has quenched the thirst the nation for over 50 years.


Mars Chocolate is the home of some of the world's favourite brands: chocolate classics like MARS, SNICKERS, M&M's and MALTESERS.  For every one of our brands we are committed to offering great tasting products that give pleasure. We do this by using high quality ingredients and by employing the highest standards of quality control.

We also believe in the importance of consumer choice, which is why we offer a diverse range of products, enabling the first direct arena customers to choose the product that is just right for them and their families.

Rollover Hot Dogs

first direct arena is proud to serve Rollover - The UK's biggest selling Hot Dog.  The company was formed in 1992 and they're still proudly smoking their sausages the tradional way over Beechwood.  Rollover are the hot dog of choice.  


York’s only real dairy ice cream manufacturer is the official ice cream partner with first direct arena. Yorvale has been around since 1989 producing the richest ice cream with the finest ingredients on Yorkshire grass. What started as a family travelling around selling ice cream in mobile units has now become a nationally recognised manufacturer with a high reputation that still holds to its local roots.