PDC Remodelling as Paddy Power Join?

Red Dragon Darts

The Professional Darts Corporation return to having a bookmaker as the title sponsor for their biggest competition on the calendar, after having William Hill from 2015 and Ladbrokes who started sponsoring the tournament in 2003.

Irish bookmakers Paddy Power have been announced as the new sponsors for the 2024 PDC World Darts Championship, following the deal with Cazoo which lasted one year.

The irreverent Irish betting company announced the news on Monday via social media, producing a video with PDC Stars such as Gerwyn Price, Peter Wright and Michael van Gerwen. 

Paddy Power have always been known for their humorous adverts and did not fail to disappoint when interviewing the sports very best.

Recommendations from their marketing team were given to Gerwyn and Peter about potential new nicknames, with both seen to be unimpressed with the suggestions being given. 

DW’s ‘The Boardroom’ team noted that the announcement of the flagship deal was swiftly followed by more of the boutique style sponsorship deals that have been apparent over the past couple of years.

Whether its been diesel emissions related claim firms or hospitality and promotional partnerships, these deals seem to be on the increase as the PDC succeed in bringing more brands, and varied products, on board.

Eddie Hearn’s reign seems to have resulted in a more atomised media and sponsorship model

The 2024 World Darts Championship will start on the 15thof December from the Alexandra Palace, with Michael Smith the defending champion after he beat Michael van Gerwen 7-4 in the Final. 

The fight for qualification is on, with more competitions set to take place such as the World Matchplay, Grand Prix, Grand Slam, Players Championship Finals as well as multiple events on the PDC Pro Tour and European Tour.


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