first direct supports MOBO awards with sponsorship

first direct was delighted to be involved in the Music of Black Origin (MOBO) awards on Wednesday 4 November 2015 which was held at the first direct arena in the heart of Leeds. The 13-000 capacity venue – run by SMG Europe and sponsored by the "unexpected bank" – has already attracted more than 120 big names in the music industry since it opened its doors in July 2013 and was a fitting location to host the world’s biggest annual urban music event.

With a long history of award winning customer service, first direct also sponsored the "Best Song" award at the event ceremony recognising the public's favourite urban song over the last year.

Tracy Garrad, chief executive officer, first direct explains the importance of the bank's involvement at this event: "At first direct we like to be different, and we pride ourselves on the award winning banking experience we offer our customers. Our involvement in the MOBOs both in our sponsorship of the arena and the Best Song award- personifies what we are all about, being innovative and original. We know our customers, music lovers and the wider community relate to and appreciate these qualities too."

The bank signed a five year sponsorship deal of the arena when it opened and uses this to drive awareness of its brand to the thousands of visitors that are attracted to the arena every year. The bank also uses this sponsorship as an opportunity to delight and surprise its customers and people with preferential arena access and exclusive access to competitions and prizes. Tracy explains further: "We're a bank that cares about the things that really matter to people. There's no greater feeling than being able to offer our customers and people amazing experiences that connect them to their passions whether its music gigs, ballet performances or exhibitions - and our sponsorship of the arena enables those dreams."

The event attracted a full house at the arena and was televised live to hundreds of millions of viewers around the world. During the live TV coverage the MOBOs was the second busiest twitter hashtag on the planet!

Have a look at our arena page for more information.