Paddy Power Sponsors Darts Championship
Author:
Megan Butler
Paddy Power has been named as the new sponsor of the PDC World Darts Championship. The landmark deal will see the Irish betting brand join forces with the prestigious tournament this Christmas. To announce the news, Paddy Power posted a typically comic video, featuring the sport’s biggest names, on Twitter.
Last year’s tournament saw Michael Smith declare victory over Michael van Gerwen, thanks to a perfect leg in the second set.
?Erik Mclean/Pexels
Tickets on Sale Soon
Paddy Power has announced an exciting new sponsorship deal with the PDC World Darts Championship. The bookmaker is set to replace online car retailer Cazoo, which partnered with the annual competition last year. The Paddy Power World Darts Championship will take place at London’s famous Alexandra Palace from December 15th to January 3rd.
The new sponsorship comes as a significant investment for the Irish betting brand. The Professional Darts Corporation has not partnered with a bookmaker since 2022, when its eight-year deal with William Hill came to an end. Prior to that, it was sponsored by Ladbrokes from 2003 to 2014.
Darts fans don’t have long left to wait before they can get their hands on tickets to the PDC’s most prestigious tournament. Tickets will go on priority sale on July 31st, and then on general sale on August 2nd. The winner will be awarded the Sid Waddell Trophy, named in honor of the beloved darts commentator who died in 2012.
There are still many months to go before the Championship takes place, but the competition is already heating up. Upcoming events include the World Matchplay, Grand Prix, Grand Slam and Players Championship Finals, as well as further events on the PDC Pro Tour and European Tour.
Speaking on behalf of Paddy Power, Marketing and Brand Director Michelle Spillane described the new sponsorship deal as an exciting addition to the brand’s portfolio of partners. The World Darts Championship at Ally Pally is an iconic sporting fixture that is enjoyed by millions over the festive period. Spillane continued:
“When we agreed to step up to the oche with the PDC as new sponsors of the World Darts Championship, we knew we’d hit the bullseye. This tournament is the ultimate example of sport colliding with entertainment, a mix we at Paddy Power are naturally drawn towards.”
Smith Wins Title
Chief Executive at the PDC, Matt Porter, was equally pleased to welcome Paddy Power onboard as the sponsor of its flagship event. The sportsbook’s involvement is expected to add extra excitement to the much-anticipated event. Fans of the sport can look forward to smart, tongue-in-cheek marketing tactics, as Paddy Power elevates the World Darts Championship to a whole new level. Porter stated:
“We’re delighted to welcome Paddy Power back to darts as our new title sponsors of the World Darts Championship – a deal which they’ve announced in their typically unique fashion with the help of some of our biggest stars.”
Last year’s World Darts Championship was won by Michael Smith, after he beat Michael van Gerwen 7-4 in the final. The victory came as Smith’s first world title, placing him on the PDC Order of Merit for the first time. The winner, nicknamed ‘Bully Boy’, hit the only nine-dart finish of the tournament in the last game.
Broadcasters and commentators dubbed the leg as the greatest in the history of darts, and Smith is now world number one thanks to his triumph. Van Gerwen entered the final as a favorite to win, as a three-time PDC World Champion. Despite being one of the best players of all time and securing whitewash victories against Chris Dobey and Dimitri Van den Bergh to gain his place in the final, Smith could not be beaten.
Smith, from St Helens, claimed ￡500,000 in prize money last year, and will hope to do it all again after Christmas. However, when recently asked who he thought the current best player in the world is, Smith answered with Gerwyn Price. On paper, the Welshman is ranked as the World No.4, although it’s all still to play for.
Image Overhaul for Darts Stars
Paddy Power broke the news of its sponsorship in its characteristically humorous manner, publishing a short video on Twitter. The clip sees the bookmaker’s in-house marketing experts try and fail to convince stars of the sport to update their images. Audiences would expect nothing less from Paddy Power, which has become synonymous with mischievous pranks and stunts.
To start off with, the two marketing experts attempt to persuade Gerwyn Price to adopt the moniker ‘Smart’ Price, in reference to Asda’s well-known advertising campaign. However, Price is not easily won over, pointing out that the supermarket chain doesn’t use that catchphrase anymore. The suggestion of Gerwyn ‘Half’ Price is received just as badly.
The pair try their luck with Peter Wright instead, telling the two-time World Champion that he’s “getting a bit too old for the funny hair and the clown trousers”. Wright is famous for his trademark style and colorful mohawk, and an AI mock-up of Wright’s toned-down makeover fails to hit the spot.
Attempts to change van Gerwen’s nickname from ‘Mighty Mike’ to Michael ‘the Wizard’ van Gerwen go down like a lead balloon, considering that name has already been taken by Simon Whitlock. The star player fails to be won over by the idea of a witch’s broom, but could be tempted by a cape.
Dimitri Van den Bergh loves to dance onto the stage to ‘Happy’ by Pharrell Williams. That won’t do for Paddy Power’s marketing team, leaving the Belgian player visibly deflated. In a last-ditch effort, the pair desperately persuade Michael Smith to come on waving gladioli like Morrissey from Smiths, to no avail.
It’s clear that Paddy Power might have to try a different tack to make their mark on the prestigious darts competition. However, the betting giant, which was given the status of ‘Superbrand’ earlier this year, will surely win out eventually.
