Prostate Cancer: Let's Check That With Bully!

Some DartsWorld Magazine articles are lightweight and ephemeral, others more detailed and information loaded. But, perhaps uniquely, one in the latest Issue (594) can be said to be life changing or even life saving. Our friend Laura Wood talks to Prostate Cancer UK and about their partnerships with Bully and darts.

‘Since 2023, we’ve been proud to stand on the oche with Paddy Power, the Professional Darts Corporation (PDC) and their world-class players who have raised crucial funds for men and their families affected by prostate cancer, one 180 at a time. Thanks to them, the last three years have changed the game for men, with more than £3.25m raised amid some incredible darting drama.’

Laura Wood from Bullseye finds out more from James Steven, Head of Partnerships at Prostate Cancer UK:

Laura: Tell us briefly about the work of Prostate Cancer UK

James: As the UK’s biggest public funder of prostate cancer research, we’re driving breakthroughs in diagnosis and treatment. Breakthroughs that will make prostate cancer screening a reality, and give men more treatment options with fewer side effects so men can spend more time with the people they love. Donations will help fund life-changing research.

Laura: Prostate Cancer UK’s partnership with Paddy Power and the PDC has become one of the most talked about charity campaigns in sport. What’s been at the heart of its success?

James: It comes down to the simplicity of the idea and the shared values. For every 180 thrown at the World Darts Championship across the last three years via The Big 180, The Bigger 180, and The Even Bigger 180, Paddy Power have donated £1,000 and those funds have supported the groundbreaking TRANSFORM trial, which aims to find the best approach to prostate cancer screening, as there is currently no national screening programme for men. Earlier this year, we were delighted to announce that the first patients have now been recruited to the trial. That’s a huge milestone. The same goes for the awareness side too, as almost half a million men have checked their risk via the charity’s award-winning online risk checker, which only takes 30 seconds to complete. Crucially though, it has all been possible by the shared audience we have with Paddy Power and being able to use their communication style to encourage discussion of a serious topic. That’s what has been key to the longevity of the campaign.

Laura: What impact is it having behind the scenes?

James: The scale of the impact has been incredible. We have now raised over £3.25 million in total, through 180s thrown, nine-darters hit and, for the first time in 2025, the general public raised £130,000 through the ‘Darts of Destiny’ campaign.

This enables us to support men at every step of their prostate cancer journey, and that starts with getting every man at risk invited for regular, accurate tests to find prostate cancer earlier.

But in the meantime, without a screening programme, our online risk checker is the best way to check whether you are more at risk of the disease. So, to get 500,000 men to check their risk of prostate cancer during the campaign has been fantastic. The reach of Paddy Power, the PDC and Sky Sports has meant thousands of high-risk men are now aware of their risk and are more informed about their next steps.

Laura: The players have clearly embraced the campaign as well. How important has their support been?

James: It has been vital. As well as helping raise incredible funds with their sharp-shooting – Paddy Power have donated £212,000 for Luke Littler’s 180’s on his own – players across the board have played starring roles off the oche too, through quotes providing ongoing support across media outlets. Several have links to the cause, like 2024 world champion Luke Humphries, who revealed his father-in-law had been diagnosed. He’s passionately talked about prostate cancer in the media, raising crucial awareness, and has also donated regularly.

This year we also worked closely with 2018 champion Rob Cross and his mate Colin Wilde, who has been diagnosed. The campaign convinced Colin to share his story, and he and Rob linked up for some national media opportunities.

But it’s not just the players who have supported the campaign. Referee Charlie Corstorphine wears our badge in honour of his late grandad, who passed away from prostate cancer, and two years ago PDC Chairman Barry Hearn talked about his own prostate cancer journey. There has also been high-profile celebrity endorsement thanks to Sir Chris Hoy, and a playful social media video with Piers Morgan proved life-saving for one darts fan, who has been diagnosed since. That alone is exactly what makes this partnership so special, as the disease is curable if caught early, and that is precisely what that activation achieved. The collective support has really made it something truly special.

Laura: Bullseye has also loved being part of that wider awareness push. What role has that played in helping spread the awareness message?

James: Our work with Bullseye added another layer of creativity to the campaign, helping us reach darts fans beyond the Ally Pally. The Bullseye-branded taxi encouraged men to check their risk whilst on their journeys, with the risk checker right in front of them on the flip seats. Increasing visibility beyond the Ally Pally like that really helps prompt action.

Filming awareness-raising content with the iconic Bully mascot also helped bring our message into darts culture, while we also had a presence at the inaugural Army Darts Championship at Sandhurst, extending our message even further.

Laura: Has that momentum carried through into grassroots darts fundraising as well?

James: Definitely, and that’s been something we have been really passionate about. We want to use the momentum to grow our community darts programme as we continue our mission to be the biggest charity in darts. Since the launch of The Big 180 in 2023, fundraisers taking on their own darts fundraising challenges have raised over £100,000, and since The Even Bigger 180 in December 2025, we have had over 250 sign-ups to take part in their own fundraisers. And as a result of Paddy Power’s Darts of Destiny dartboard giveaway, pubs and fundraisers now have access to boards so that they can focus on their fundraising efforts, whilst awareness is being raised with every dart thrown. We are always looking to grow this, so please do visit our website if you want to get involved.

And lastly, for darts fans, what is the best thing that men and their families can do to ensure they catch prostate cancer early?

James: Check your risk. Prostate cancer is the most common cancer in the UK. One in eight men will get prostate cancer, and if you’re Black, that risk is doubled. Your risk of prostate cancer increases if you’re over 50, if you’re Black, or if you have a family history of the disease.

The earlier you find prostate cancer, the easier it is to treat. But early prostate cancer often doesn’t have symptoms. That’s why it’s important for men to know their risk and what they can do about it.