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Leeds Rhinos sell stadium naming rights for record deal

Leeds Rhinos have signed the biggest commercial deal in the club’s history.

This will see its Headingley ground rebranded as the AMT Headingley Rugby Stadium from December.

It’s only the fourth time in the 133-year history of the stadium that the club have allowed naming rights.

The 15 year partnership with Leeds-based AMT Auto, marks the company’s third sports sponsorship in the city – added to Leeds United and Yorkshire County Cricket.

“Our aim is to be the No1 choice for vehicles in Leeds and Yorkshire.  To have our brand associated with the famous Headingley Stadium reinforces that vision and is a wonderful opportunity for us,” explained Neil McGawley, MD of AMT Auto.

“As a passionate Rhinos and Leeds sport fan, I am proud and excited that AMT can embark on this long-term commitment and partnership with Headingley and the Rhinos. I would like to thank Paul Caddick and the board of directors for welcoming AMT Auto to the Rhinos family and we are all looking forward to good times ahead over the next 15 years.”

McGawley will also become a non-executive director on the Leeds CF&A Co Ltd board.

“First and foremost, I would like to thank Neil McGawley and all his team at AMT Auto for the support they have given the club. To have secured such a significant partner, especially in a tough market place for all professional sport at present, shows just how much belief that Neil has in the future of our club. They are a great family company with its roots firmly in the city and lovely people,” said Leeds Rhinos Commercial Director Rob Oates.

“AMT’s logo will be on the collar of the Rhinos’ first team playing and replica shirts and shorts for next season with their distinctive branding around the stadium. We are always proud to celebrate local success stories who have become a national presence and this partnership is a great result for both the Rhinos and AMT Auto,” added Oates.

The three previous naming rights for the Headingley Rugby Stadium were Bass Headingley (1990-94), Headingley Carnegie (2006-2017) and Emerald Headingley (2018-2021).

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