Another new brand has entered the darting sponsorship arena and, as always, it’s great to see. The Boardroom team notes that Northerner, a UK umbrella brand for premium nicotine pouches and related products, has today announced a new sponsorship of four professional darts players.
This marks Northerner’s first co-branded campaign within the sporting industry, but surely a natural evolution from the days where other nicotine delivery system sponsorship was ubiquitous
The players included in the new deal are:
“Danny Noppert, Matt Campbell, Berry van Peer, and Rusty Jake Rodriguez. The sportsmen are set to compete across several tournaments around the world, including major competitions across North America and Europe, including the UK, Germany, and the Netherlands. One of the highlights of this sponsorship is the highly anticipated World Championships, held in London in December and televised globally. Events of this calibre not only attract devoted darts fans but also the general public, making it a crucial brand awareness opportunity.
The sponsored players will feature the distinctive Northerner logo on their shirts, ensuring prominent visibility during live televised events, European live streams, social media engagements, and live exhibitions. This sponsorship underscores Northerner’s ambition to support and enhance the brand’s presence within a dynamic and rapidly evolving sector.
Commenting on the new sponsorship, Markus Lindblad, Head of External Affairs at Northerner, said:
“We are proud to be a new headline sponsor for some of the world’s best darts players. Having a presence in this arena goes beyond simple advertising. It’s a strategic decision to establish ourselves amongst the darts community and their brilliant fans, ultimately making people aware of alternative nicotine products and that, for adult nicotine users, there are options other than cigarettes..
“Nicotine pouches offer an alternative to smoking and vaping, a consideration often relevant to sports fans. We hope to raise awareness of the alternative nicotine products as this sponsorship progresses and we become increasingly involved in events and issues that matter to the darts community.”
Northerner has also agreed to to sponsor selected UK darts competitions. This includes the sponsorship of ZH Live Events scheduled for August 23rd in Plymouth and December 5th in Croydon. They claim that their event sponsorships will go beyond regular brand visibility, engaging with new audiences both in person and via digital channels in a creative and impactful way.
Could be worth attending to see what they mean?
—–ENDS—–
Images: PDC
