In a powerful display of solidarity, bookmaker Paddy Power deliberately blurred its own branding during a high-profile World Darts Championship semi-final to raise awareness for a rare eye condition affecting one of the players.
Blurred Branding for a Clear Message
The initiative took place during the highly-anticipated clash at London's Alexandra Palace between teenage sensation Luke Littler and Ryan 'Heavy Metal' Searle. In support of Searle, who suffers from Autosomal Dominant Optic Atrophy (ADOA), Paddy Power made its LED displays and iconic 180 cards appear blurry on the broadcast. This visual stunt was designed to simulate how Searle and others with the condition view the world.
Searle, the world number 20, has raised approximately £15,000 for the Cure ADOA Foundation, a figure Paddy Power has pledged to match. The 38-year-old from Tiverton, who worked as a window cleaner before turning professional, only received a formal diagnosis for his deteriorating eyesight in the last 18 months.
Living and Competing with ADOA
Speaking about the incurable hereditary condition, Searle explained the daily challenges. "I wear contact lenses now to try and take a bit of the blurriness away from my vision," he said. "But sometimes on stage I'm asking the caller what I've scored and sometimes I don't and it puts me in a bit of a difficult position!"
His vision is currently at the legal limit for driving, and he fears it could worsen at any point, potentially ending his ability to drive. The condition also affects his family, with his daughter registered as visually impaired.
Despite this, his run to the semi-finals at Ally Pally marks the furthest he has ever progressed in the tournament. His journey is all the more remarkable given his admission that he is one of the players who "cares less" about darts, famously stating only Gary Anderson and Ryan Joyce might be more nonchalant.
A Champion's Support and a Corporate Gesture
Hedy Smit-Wigchers, a board member at the Cure ADOA Foundation, hailed Searle as a hero. "The vital funds and awareness he's helped raise for the Cure ADOA Foundation will have a life-changing effect for thousands of people," she said.
Paddy Power commented on their unique campaign, stating: "Ryan plays at the top of the sport while managing a serious eye condition. We thought the clearest way to acknowledge that was to blur our own logo to highlight this cause. Turns out sometimes the sharpest message is a slightly blurred one."
While Searle ultimately lost his semi-final to the defending champion Littler—extending his losing record against the teen to 0-6—his performance and advocacy have won him new admirers. A victory would have catapulted him to world number four and a spot in the Premier League, but his impact off the oche, raising awareness for ADOA, has been significant.
