In a major boost for both darts and a vital health cause, bookmaker Paddy Power has announced a significant extension of its sponsorship of the PDC World Darts Championship, alongside a huge charitable initiative. The firm has committed to backing the sport's premier event for another five years, taking the partnership through to 2031.
A Charity Drive with a Sporting Twist
To mark the renewed deal, Paddy Power is launching an immediate campaign focused on raising awareness and funds for Prostate Cancer UK. The centrepiece is a giveaway of 10,000 branded dartboards to fans. To claim one, supporters must simply make a donation to the charity via the dedicated Darts of Destiny JustGiving page and then present proof of their donation at a Paddy Power shop from 8am on Tuesday.
The campaign aims to spotlight a critical health statistic: over 10,000 men in the UK are diagnosed with prostate cancer too late for a cure each year. Paddy Power has set an ambitious goal of encouraging 180,000 men to complete the charity's online risk checker during the upcoming World Championship period.
Building on a Successful Partnership
This new push builds on the existing 'Even Bigger 180' campaign, where Paddy Power pledges to donate £1,000 for every 180 scored and £60,000 for every nine-darter hit during the tournament. An extra £120,000 is split between the player and a lucky fan for a perfect leg. The company is also running its 'Darts of Destiny' fundraising challenge, where one entrant will win the chance to take to the stage at Alexandra Palace for a shot at £180,000.
Since becoming title sponsor two years ago, Paddy Power has already raised more than £2 million for Prostate Cancer UK, with over 250,000 men using the risk checker. A company spokesperson stated: 'We hope the dartboard giveaway really will put into perspective how important it is to get checked early... we want to encourage as many men as possible to come forward.'
Securing the Future of the 'Greatest Party in Sport'
The sponsorship extension was confirmed in Paddy Power's signature humorous style, via a video featuring former PDC chairman Barry Hearn being presented with outlandish announcement ideas before simply stating the deal to camera. Matt Porter, PDC Chief Executive, praised the impact, saying: 'Paddy Power has had a hugely positive impact... Their creativity, investment and passion have elevated the tournament to new heights.'
Paddy Power promised to keep bringing 'excitement, entertainment and unmistakable Paddy Power mischief' to the event. The spokesperson added: 'Above all, we are very proud to be able to use our sponsorship to help the vital and life-changing work Prostate Cancer UK do.'
