The roadshow rolls on, the lights get brighter, and the Premier League juggernaut continues to gather commercial horsepower. DW’s ‘The Boardroom’ are especially pleased to see renewals or extensions from sponsors outside the supposed ‘sin brands’.
The auto sector retaining its interest despite the debacle of Cazoo’s collapse is a strong indicator that our sports has proven itself in this area and with the latest announcement we can see that being affirmed.
For 2026, the Professional Darts Corporation has once again tightened its grip on momentum by welcoming back Cinch, reaffirming a partnership that felt less like a trial run and more like a perfect cultural fit first time around.
This is not a courtesy extension. This is a confident doubling down. After a 2025 campaign that smashed digital ceilings and sent engagement graphs into orbit, cinch returns having already proven it understands the darts audience – passionate, tribal, online, vocal, and endlessly hungry for content. In an era where attention is the true currency, that matters.
The Premier League itself remains the crown jewel of the weekly calendar – the travelling circus where packed arenas, prime-time television and elite tungsten collide. Seventeen nights. Eight superstars. No hiding place. And in 2026, that cast reads like a roll call of modern greatness: Luke Littler, Luke Humphries, Michael van Gerwen, Stephen Bunting, Gerwyn Price, Jonny Clayton, plus fresh blood in Gian van Veen and Josh Rock. That is box office by design.
Cinch’s presence will be impossible to miss – emblazoned across the stage, stitched onto sleeves, woven into the visual fabric of the tour. But this partnership goes well beyond logos and lighting rigs. Expect fan-first activations, competitions, social media storytelling, and digital engagement that follows the Premier League wherever it roams.
Behind the scenes, cinch continues to broaden its reach, now spanning used cars, brand-new motors, servicing and MOTs across more than 100 UK locations – all built around the same promise of removing hassle from the process. Simple. Streamlined. Modern. Much like the way darts itself has evolved.
As Avril Palmer-Lavery, Chairman of Constellation Automotive Group, Cinch owners, put it: “We’re thrilled to be back for a second year with the Premier League.” “The 2025 season exceeded expectations, particularly in terms of social engagement and fan connection.”
“Our broadened Cinch offering, spanning used, new and servicing, aligns perfectly with this audience, and we look forward to bringing even more value to fans throughout 2026.”
PDC Chief Executive Matt Porter echoed that sentiment: “We are delighted to welcome Cinch back as an official partner for 2026. Last year’s collaboration delivered fantastic results, both for cinch and for the sport, and we’re excited to build on that success. “With the sport continuing its record-breaking growth, cinch remains an excellent partner as we take the Premier League to new heights.”
In short: the tour accelerates, the partnership locks in, and the Premier League machine shifts up another gear.
—–ENDS—–
Images: PDC
