The value of Leeds Rhinos record breaking sponsorship deal

Leeds Rhinos have revealed a record-breaking naming rights partnership with Leeds-based vehicle solutions business AMT Auto that will see the Rhinos home stadium rebranded as AMT Headingley Rugby Stadium from 1st December 2023.

It is only the fourth time in the 133-year history of the stadium that the club have allowed naming rights. The 15-year partnership is the biggest commercial deal in the club’s history.

AMT Auto are an independent family-owned business established in 1995 by Neil McGawley and offer a Rent -Lease-Buy-Sell- Insure model for all types of vehicles and customers. Headquartered in Leeds with additional outlets in London, Birmingham and Edinburgh, AMT employ over 150 people and are one of the fastest growing businesses in Yorkshire.

As well as the Rhinos, AMT Auto are proud partners of Leeds United and Yorkshire County Cricket in the city.

According to Yorkshire Evening Post the deal is worth an eight figure sum with the coming with a company who have a £60 million turnover.

Leeds Rhinos Commercial Director Rob Oates said, “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.

“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.

Neil McGawley, MD of AMT Auto added, “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. 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 become a non-executive director on the Leeds CF&A Co Ltd board and add his business acumen and commercial experience to the board.

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