First Direct Arena has confirmed it has secured Yorkshire car retailer JCT600 as its sole motoring partner in a two-year sponsorship package.

As the official car partner of First Direct Arena, JCT600's customers and colleagues will receive exclusive rewards and deals at the 13,000-seat entertainment venue.

The deal will also offer arena staff and customers benefits with the Bradford-based motoring business.

First Direct Arena director of sales and marketing Tony Watson said: "First Direct prides itself on maintaining and nurturing excellent relationships with leading Yorkshire businesses, and, as one of the longest established and best known companies in the region, we are proud to join forces with JCT600.

"It will be very exciting to see how we can enhance the customer experience for both businesses over the next two years.

"It is very unusual for a car retailer to sponsor a live entertainment venue, but it makes perfect sense for the best arena in the world based in Yorkshire to partner with the best motoring business in the world, also based in Yorkshire."

JCT600 chief executive John Tordoff said: "Having supported many sports teams and venues in the region over the years, this is a great opportunity for us to do something a little different and partner with Yorkshire's newest entertainment centre which is already having a huge impact on local people by bringing world class entertainers to Leeds.

"Working with the arena, we believe we can offer many benefits to our customers and colleagues as well as sharing our pride and passion in Yorkshire."