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Strongmen raise the roof at the first direct Arena

31 Mar 2017

first direct sponsors Europe’s Strongest Man and hosts bus pulling contest at the first direct head office in Leeds

For the second year running, first direct is sponsoring Europe’s Strongest Man 2017 at the first direct arena in Leeds.

With the main event taking place on Saturday 1 April, this year first direct is sponsoring Friday’s curtain raiser – a brand new event for 2017 which saw all eight contestants attempt to pull a double decker bus across the bank’s head office car park in Stourton.

first direct will also be sponsoring the car race (carrying VW Beetles rather than driving!), and as is the tradition in strong man events, the famous Atlas Stones lifting finale too.

Joe Gordon, Head of first direct , said: “It’s fantastic for Leeds and the whole region to be hosting another world-renowned sporting event. It’s a great showcase for the city and its people and first direct is proud to be supporting the event.

“A couple of the competitors came to Stourton to test the event in February and made short-work of the bus pull, so we’re expecting an amazing few days of competition.

This year’s competition includes some of the giants of the sport, including Thor (Hafthor Bjordsson) who plays The Mountain in Game of Thrones, the UK’s strongest man Eddie ‘the Beast’ Hall, and  Laurence ‘Loz’ Shahlaei who’s the current defending champion of Europe’s Strongest Man.

A new world record attendance is predicted at the first direct arena to see this flagship event in the Giants Live World Tour. The bus pull and the main event will be filmed by Channel FIVE and broadcast as a Christmas Special in December.

- Ends -

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first direct is once again sponsoring the Europe’s Strongest Man event at the first direct Arena in Leeds on 1 April, but this year one of the most famous events – the bus pull – is being held down the road at first direct’s Stourton home. The event features all the famous strong-man events – the car lift, the Atlas Stones, and the bus pull etc.


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