In a powerful show of solidarity, betting firm Paddy Power has transformed its branding at the PDC World Darts Championship to support player Ryan Searle and raise awareness for the rare genetic eye condition he battles.
Visual Campaign Highlights Searle's Sight Struggle
The initiative, launched during the 2025/26 championship at London's Alexandra Palace, sees the sponsor's famous logo deliberately blurred across the venue. This includes the '180' boards held by fans, on-stage tables, and digital signage.
The campaign is designed to simulate the impaired vision experienced by Searle, who suffers from Autosomal Dominant Optic Atrophy (ADOA). The 38-year-old, known by the nickname 'Heavy Metal', secured his place in the semi-finals with a 5-2 victory over fifth seed Jonny Clayton, setting up a clash with teenage sensation Luke Littler.
Understanding ADOA: A Progressive Condition
ADOA is a rare hereditary disorder that causes the deterioration of the optic nerve, leading to progressive and irreversible sight loss in both eyes. Symptoms include blurred vision and difficulty recognising colours.
For Searle, this means he often cannot see where his dart lands on the board. "Sometimes on stage, I'm asking the caller what I've scored," Searle revealed. "It puts me in a bit of a difficult position."
The condition is one he has passed to both of his children. His daughter's vision is severely affected, and she is registered as visually impaired.
Driving Awareness and Funding for a Cure
Searle's remarkable run to the last four has shone a spotlight on ADOA. He has personally helped raise more than £15,000 for the Cure ADOA Foundation. Paddy Power has pledged to match the £15,000 raised so far.
"If I can raise a lot of awareness for that and try and find a cure for it, that means a lot to me," said Searle, who only received a formal diagnosis for his lifelong vision problems 18 months ago. "There's no cure for what I've got. I'm stuck with it."
The former window cleaner now wears contact lenses to reduce blurriness but hopes his story can inspire others. "If I can inspire people who maybe can't see as well as others to pick up the game and give it a go, then that means a lot to me."
The visual campaign from Paddy Power represents a significant corporate backing for his cause as darts fans worldwide watch his semi-final battle against Luke Littler on Thursday, 2nd January 2026.
