Paddy Power have been announced as the new sponsor of the PDC World Darts Championship.
The Irish bookmaker takes over from Cazoo and have signed a three-year deal to sponsor the championship from the 2023/24 event to the 2025/26 iteration.
“We have hit the bullseye in joining forces with the PDC to sponsor the World Darts Championship. This tournament is the ultimate example of sport colliding with entertainment, a mix we at Paddy Power are naturally drawn towards.”
“Getting stuck into a sponsorship as iconic as the World Darts Championship at Alexandra Palace is hugely exciting for our brand, and we can’t wait to make our mark…maybe just not directly on the pro players!” said Paddy Power's Michelle Spillane.
The betting giant announced the news across their social media channels this afternoon in typically eccentric fashion.
In a spoof video celebrating the new sponsorship, Paddy Power's 'expert marketers' give some of the biggest stars in the sport tips on how to improve their image.
An attempt is made to change Peter Wright's trademark mohawk hairstyle with the 53-year-old two time World Champion cheekily told “You’re getting a bit too old for the funny hair and the clown trousers.”
Gerwyn Price and Michael Van Gerwan get the same treatment, while reigning World Champion 'Bully Boy' Michael Smith told he might need to find a new 'woke' nickname.
Speaking about the new deal, PDC Chief Executive Matt Porter said: “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.
“The World Darts Championship is the flagship event in our sport, and Paddy Power’s involvement will add extra excitement to an event which is already the highlight of the festive sporting period.”
The news was announced today as the PDC confirmed tickets will go on pre-sale on Monday July 31st, and general sale on Wednesday August 2nd.
Ticket information can be found at pdc.tv/WCTickets.
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