Paddy Power has blurred its logo on the shirt of Luke Littler during his PDC World Darts Championship semi-final match against Ryan Searle at Alexandra Palace. The unusual move was made out of respect for Littler's eye condition.
The betting company, which sponsors Littler, decided to obscure its branding to avoid any potential discomfort or distraction for the 16-year-old prodigy, who suffers from a condition that affects his vision. The blurred logo was visible on his shirt throughout the match.
A Paddy Power spokesperson said the decision was taken to prioritise the player's wellbeing over marketing exposure. The company has a history of unconventional advertising stunts, but this gesture was met with widespread approval from fans and pundits.
The match itself saw Littler continue his remarkable run in the tournament, captivating audiences with his performances. The blurred logo became a talking point, highlighting the sensitivity shown by the sponsor.
